Employer Value Proposition (EVP)

An Employee Value Proposition (EVP) is essentially the unique set of benefits an organization offers to its employees in exchange for their skills, experience, and contributions. It’s more than just a statement; it’s a comprehensive promise that aligns an organization’s culture, values, and opportunities with what employees care about and expect from their workplace.

While an EVP traditionally focuses on tangible benefits like salary, health insurance, and career development opportunities, today’s most successful EVPs go beyond these basics. They integrate an emotional connection and focus on the whole person – their experiences, values, and well-being. This shift has become crucial, especially in a work environment disrupted by technology, remote work, and changing employee expectations.

The Core of Effective EVP Design

To craft an EVP that resonates with both current employees and prospective candidates, it’s vital to follow a few guiding principles. Gartner offers a set of four principles for creating an effective EVP design:

1. Appeal to Both Internal and External Audiences
   An EVP should not only attract prospective candidates but also satisfy and engage existing employees. This means addressing the needs of both groups in a way that makes them feel valued and connected to the organization’s mission.
2. Authentic and Aligned with Organizational Values
   A successful EVP is one that reflects the true values, culture, and identity of the company. It should be authentic, speaking to what the organization truly offers its employees, not just what sounds appealing on paper.
3. Relevant and Adaptable to Organizational Strategy
   Your EVP should align with the company’s overall goals and strategies, but also be flexible enough to evolve as these strategies shift or as what top talent values changes. Staying in tune with industry trends and employee needs is crucial to keeping your EVP effective.
4. Differentiated from Competitors
   A standout EVP highlights the unique aspects of your organization that set you apart from others. Whether it's a commitment to innovation, work-life balance, or community engagement, make sure your EVP emphasizes what you do best compared to your competitors.

The Human Deal: A Shift Toward Holistic Well-being

In recent years, the focus of the EVP has shifted toward creating a deeper, more human connection with employees. This shift is what Gartner refers to as the “human deal.” It’s not just about what an organization offers, but why those offerings matter and how they connect to the individual's personal values and life experiences.

The human deal is about creating an emotional bond between employees and the organization. It focuses on the “why” – why a particular benefit is meaningful to the employee and how it enhances their personal well-being. For example, offering health benefits that extend to an employee's family is not just a nice perk; it resonates emotionally by showing the organization cares about the employee’s loved ones.

The 3 Key Principles of the Human Deal EVP

Traditional EVPs are no longer enough in today’s work environment. Instead, the human deal EVP rests on three key principles:

1. Employees are People, Not Just Workers
   Employees have lives outside of work – families, hobbies, and communities they care about. While 82% of employees say it’s important for their organization to see them as a person, not just as an employee, only 45% feel that their company truly recognizes them in this way. To succeed, your EVP should honor the whole person, not just the worker.
2. Work is Part of Life, Not Separate From It
   The traditional separation of work and personal life is becoming less relevant. Work is just one aspect of an individual’s broader life experiences. By designing an EVP that aligns with the full spectrum of an employee's life, organizations can create a more harmonious and supportive work environment.
3. Value Comes Through Feelings, Not Just Features
   Offering unique perks like office game rooms or casual dress codes might sound fun, but they’re not enough on their own to create an impactful EVP. Research shows that 65% of employees who report positive feelings about their work environment are more likely to be satisfied with their EVP. It’s not about the “stuff” you offer, but the emotions and experiences those offerings create.

Five Components of the Human Deal EVP

A human deal EVP includes five components designed to elicit specific emotions in employees:

1. Deeper Connections – Employees should feel understood and connected, not just within the company but to their families and communities.
2. Radical Flexibility – Flexibility should go beyond when and where employees work. It should encompass autonomy over how work fits into their lives.
3. Personal Growth – Employees should feel valued not just for their professional skills but for their personal growth and development.
4. Holistic Well-being – Employees want to feel cared for beyond just physical health. Organizations should ensure their well-being programs address mental, emotional, and social health as well.
5. Shared Purpose – Employees want to feel invested in the company’s mission. This goes beyond corporate statements – it’s about collective action towards a purpose that resonates with the workforce.

Conclusion

In today’s world, where employees are seeking more than just a paycheck, a well-crafted EVP that emphasizes emotional connection and whole-person well-being is essential. By aligning with the four principles outlined by Gartner and integrating the human deal, your EVP can become a key driver in attracting and retaining top talent.

Gartner’s own EVP encourages employees to “live well — in all aspects of your life”.