One of the most important aspects of attracting and retaining top talent in the upcoming years will be a strong and authentic employee value proposition (EVP). Employee value proposition represents a unique set of benefits that an organization offers an individual in exchange for the skills, abilities, and experience that the employee brings to the organization. In a study conducted by Korn Ferry, 42% of recruiters highlighted that their candidates accepted jobs due to the company's EVP and reputation rather than salary and position. The employee value proposition is much more than just a recruitment tool; it defines the overall employee experience and shapes how an organization is perceived in the job market.
An authentic employee value proposition is a method of attracting passive talent
When LinkedIn asked which recruitment skills will be most important in the next five years, 83% of recruiters responded that engaging passive candidates will be crucial. To remain competitive in the job market, employers must recognize the importance of attracting passive talent. This passive talent consists of individuals who are not actively seeking jobs but possess valuable competencies. Therefore, employers aiming to build a strong talent pool should focus on proactive engagement strategies. Maintaining consistent contact, developing an engaged employer brand, and leveraging employee networks can significantly contribute to attracting top professionals. However, an increasingly important component of attracting passive talent is the employee value proposition, which must be properly articulated and accurately reflected in an organization’s practices and corporate culture.
Organizations can no longer rely on vaguely defined promises of a great work atmosphere. Candidates today clearly express their workplace expectations, making a well-defined EVP the foundation of strong employer branding. Before deciding to change jobs, candidates thoroughly research organizations across all available channels. If an organization’s EVP does not align with actual employee experiences—which candidates can easily verify—the organization may lose credibility and face higher turnover rates.
Key elements of a strong EVP
In an era where transparency and trust are highly valued, organizations must ensure that their EVP is more than just a marketing slogan—it must be an accurate reflection of the real work experience within the organization.
According to best HR practices and Employer Partner quality standards for HR systems, a well-structured EVP should encompass key elements such as compensation, financial and non-financial benefits, opportunities for personal and career development within the organization, work environment elements, and a description of organizational culture. The description of organizational culture should include the company’s mission, values, authenticity, and the importance of teamwork or socially responsible business practices. When these factors are well-defined and aligned with reality, an employer’s ability to attract and retain top talent strengthens.
What will attract candidates the most in 2025?
Today's candidates have precise expectations of their workplace, so organizations must adapt their EVP to meet them. Generational differences play a significant role in shaping employee values. Younger professionals prioritize flexibility, career development, and meaningful work, while older employees value stability and leadership opportunities. However, in 2025, some of the most desirable workplace benefits for all employees will be:
Flexible work arrangements – hybrid work models, remote work, and flexible working hours help employees achieve a better work-life balance.
Wellbeing programs – Organizational climate and engagement survey conducted on 50.000 employees in Croatia has shown that wellbeing in the workplace is one of the most important predictors of employee engagement. However, employees also rate wellbeing as one of the weakest aspects of their work. Therefore, mental health support and wellbeing initiatives are key to improving employee satisfaction and engagement. The Future Resilience program is an example of a wellbeing initiative that employers can participate in to prioritize employees' mental health.
It is good to remember how the same climate and engagement surveys indicates that, in addition to employee wellbeing, the lowest-rated aspects of work include communication, career development, salary and rewards, and learning and development. These areas present the greatest opportunities for improvement, which could drive more successful talent attraction.
Personalized benefits – According to a Deloitte survey, 74% of employees stated that they prefer companies that offer personalized wellbeing options. Providing a range of benefit choices allows employees to select those that best suit their individual needs. Employers today offer diverse benefits such as childcare subsidies, extended vacation policies, or education budgets.
Diversity, equity, and inclusion (DEI) initiatives – Candidates seek workplaces that promote inclusivity and where diverse perspectives are represented, encouraged, and valued. According to an EY study, organizations leading in DEI practices experience higher employee satisfaction, productivity, financial growth, and innovation. The importance of DEI initiatives is even more highlighted by The ADP Research Institute research showing how 76% of workers would consider changing jobs if they encountered a lack of DEI initiatives in their workplace.
Employee experiences strengthen employer branding
A new approach to enhancing and validating the employee value proposition is employee generated content (EGC). In this innovative form of marketing, employees become brand ambassadors, and their voices and experiences serve as employer branding tools. Whether through social media posts, blogs, or team photos, EGC humanizes the employer brand by showcasing real employee experiences and organizational culture. This approach provides candidates with an authentic insight into what it means to be part of the organization, supporting talent attraction and employee retention.
Since candidates trust content from real employees more than content from the organization itself, employee generated content helps build a stronger and more credible EVP. Additionally, such content can enhance DEI initiatives by serving as a platform for diverse employee voices. Organization can demonstrate how it values unique and different perspectives.
By sharing personal stories and celebrating mutual achievements, employees foster a sense of pride and engagement. This can reduce turnover and encourage collaboration among teams. Therefore, employee generated content is becoming an increasingly important strategy for organizations looking to connect with a larger pool of potential employees and build a motivated, committed team. Employers can further strengthen teams by using the Belbin Team Roles questionnaire. This tool helps identify the potential, strengths, and weaknesses of all team members, enhancing team dynamics and efficiency. Employers also use the Belbin questionnaire to make more informed hiring decisions, ensuring new candidates integrate well into existing teams or plan career development and promotions.
The consequences of ineffective employee benefits packages
Organizations with ineffective employee benefits face challenges at every stage of attracting and retaining employees. Without clear and motivating value propositions, organizations may incur higher recruitment costs, experience lower engagement levels, and see increased turnover rates.
When employees cannot identify with an organization’s values, productivity suffers, and workplace satisfaction declines. Moreover, if new employees discover that the work environment does not match the employer brand, the organization may experience higher attrition rates within the first year of employment.
Strengthening talent attraction strategies
Investing in recruitment processes may enhances the candidate experience, reduce drop-out rates, and increase offer acceptance. Organizations should therefore prioritize efficiency and take a strategic approach to hiring. This includes identifying trends in candidate behaviour, optimizing talent attraction strategies, and tailoring messaging to different workforce segments. Aligning workplace culture with employee needs is also crucial.
A strong employee value proposition is no longer just a nice-to-have—it is a necessity. Organizations that invest in authentic, motivating, and adaptable benefits will be recognized as desirable employers. By combining a strong EVP with an effective recruitment strategy, organizations can empower employees, achieve short-term business goals, and drive long-term growth. In an era of automation and digital transformation, the human aspect of work is more important than ever. Employers who recognize this early will not only attract top talent more successfully but also create a work environment where employees feel valued, motivated, and empowered to succeed.
If you want to create desirable workplaces and successfully attract and retain talent, feel free to contact us!
