Best Employers

What role does an employee value proposition play in driving growth?

Our sponsors are a vital part of the Best Employers programme – we couldn’t run it without them. So we’re very pleased to welcome Mobas, our newest supporter.

Mobas are a brand and marketing agency based in Cambridge and London who create award-winning campaigns and digital solutions. They specialise in helping businesses shape their employer brands, manage their reputations and stand out in the talent marketplace with carefully crafted strategies that drive business results. Their skills and expertise are a great addition to the Best Employers’ team. 

As part of this new role, Sarah Coates, Brand and Marketing Strategist at Mobas, has shared her expertise in a blog on a key topic for today’s employers: the employee value proposition (EVP).

What is an employee value proposition and why do you need one?

Companies continue to face unprecedented challenges in recruiting and retaining top talent. Our clients tell us repeatedly that this is their biggest concern and what’s most likely to keep them awake at night.  

A recent survey from the British Chambers of Commerce (August 2023) supports this view, with 79% of businesses surveyed facing recruitment difficulties. 

Despite this, many companies that we talk to don’t have an employer brand strategy and their employer reputation has been shaped outside of their control. It is, therefore, more important than ever that companies develop a strategic approach to their employer brand as well as their client-facing brand, and part of that is developing a distinctive and compelling employee value proposition.

An Employee Value Proposition is the articulation of the employer brand and clearly communicates and provides clarity on why someone should come and work at your company and why they should stay. Companies develop an EVP to provide a consistent experience for current and future employees. 

The EVP model has evolved and is no longer a one-way broadcast of the benefits of working for a company. Several years ago, recruiters might have highlighted private healthcare, pension schemes and catered lunches as compelling reasons to join. These things are still important; however prospective employees want to know so much more.  

A shared sense of purpose and pride is increasingly critical. A survey by Monster found that 74% of Gen Z rank purpose ahead of a paycheck (vs. 70% of millennials, 66% of Gen X, and 67% of Boomer respondents). A strong and positive company culture remains a vital asset in both attracting and retaining employees.

But an EVP doesn't just benefit the employee – it supports the value exchange between you as an employer and your current and future employees. It establishes your expectations for performance, behaviour and the rewards they will get in return, which may include pay and benefits, workspace, meaning and purpose, learning and development opportunities, and anything else an employee stands to gain.

An EVP is a vital tool in this competitive candidate landscape and can help to: 

  • drive business results and build sustainable growth
  • communicate what sets you apart from your competitors
  • attract new recruits and clearly communicate who you want to attract
  • repel the people you don’t want and who won’t be a good fit for your company 
  • drive efficiencies in your recruitment process by repelling the many and compelling the few
  • retain staff through improved engagement
  • improve company culture
  • drive the right behaviours across the business and improve the client experience. 

People are your biggest competitive advantage – so don’t leave your employer branding strategy to chance. Develop a clear, compelling and consistent employer branding strategy to drive sustainable growth. 

Want to learn more?

Mobas is offering a free 30-minute discovery session for Best Employers' participating organisations to help you differentiate your employer brands and bring clarity to your EVP. Once you register for the programme you will receive a link to book your session.

Book your place

You can buy your tickets on our Eventbrite page, where you’ll also find the full agenda for the day. 

To register for Best Employers 2025, fill in this form to let us know you’re interested. Or, if you’d like some more information, email Lucy Shepherd.

 

 

 Lynn Walters profile picture

Written by

Lynn Walters

Lynn is a founding Director of Pure and leads Pure Executive. She has over 25 years’ experience recruiting for executive appointments, and helps east of England-based businesses with senior management and board-level recruitment. Lynn also leads our Best Employers Eastern Region initiative and Women’s Leadership Programme, both of which help companies and people develop.

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