In an era where employee expectations are rapidly shifting, having a well-defined, authentic, and relevant Employer Value Proposition (EVP) is critical – not just for hiring but for the holistic well-being of a company’s workforce. It is the very essence of what a company represents and stands for, reflecting not only its values but also the employee experience it offers.
An EVP is much more than a marketing slogan to attract talent; it is a promise that binds employees to the organisation’s mission and culture. When executed well, it can become a key driver of employee satisfaction, productivity, and well-being. Yet, with the changing landscape of work, Angela Moyle, Chief of Staff at elementsuite asks – is your EVP aligned with the needs of today’s workforce, especially for those on the frontline?
Evolving workforce expectations: prioritising the needs of frontline workers
The traditional components of an EVP – competitive pay, job security, and opportunities for career advancement – are still valuable, but they no longer represent the full picture of what today’s employees seek. Furthermore, it is essential to recognise the unique role that frontline workers play in an organisation. These workers, who are often on the ground and directly interacting with customers, are a vital part of a company’s success. Yet, they are frequently underrepresented in conversations about employee experience and well-being.
Unlike office workers who may enjoy the benefits of hybrid or remote work, frontline workers face distinct challenges. They often have less control over their schedules and may therefore struggle to manage their work-life balance. Implementing technologies that allow them to view and adjust their shifts in advance to manage their schedules, address childcare needs, and easily organise their time off not only supports their well-being but also boosts retention and job satisfaction. In fact, it can be a game-changer for both the individual and the business alike!
You also shouldn’t forget that younger frontline workers, who have grown up in a mobile-first world, expect immediacy and convenience in accessing work-related information. Companies that fail to provide mobile-friendly, agile workforce management tools risk losing these valuable employees to competitors that offer better digital experiences. Recent research from Mercer highlights that today’s workforce demands much more from their employers. This global study, involving more than five million employees, underscores five key areas that are critical to employee well-being:
- Meaningful work: Employees want roles that offer personal fulfilment and align with their personal values. A job today is not just a means of earning money; it is a platform for individuals to make a meaningful contribution to the world around them.
- Career development: Continuous learning is now a priority for employees, with the fast pace of technological change and evolving industries. Workers want to feel that their employers are investing in their growth, helping them to develop new skills and prepare for the future.
- Work-life balance: Flexible working arrangements, including remote work, are now more than just perks, they have become essential. Employees are seeking greater control over their schedules and a clearer distinction between their professional and personal lives, allowing them to achieve balance. However, this is particularly challenging for frontline workers who typically cannot work from home and face different barriers in achieving flexibility. For these workers, providing tools such as advanced rota management and scheduling with the ability to swop shifts can help ensure they have the ability to balance work and personal responsibilities.
- Sense of belonging: The desire to feel part of something bigger and to work within a community that values inclusivity and diversity is a growing priority. People want to contribute to an organisational culture that promotes collaboration and mutual respect. This sense of belonging is just as crucial, if not more so, for frontline workers who are often dispersed across locations and shifts, making it more challenging to feel integrated into the larger company culture.
- Support for wellness: More than ever, employees are placing importance on their physical and mental health. Wellness programmes, empathetic leadership, and initiatives that prioritise employee well-being are crucial for fostering a positive work environment. This is particularly significant for frontline workers, who often have more physically demanding roles and may be overlooked when it comes to wellness initiatives traditionally designed for office-based employees.
The role of a strong EVP in employee well-being
Given these evolving needs, a robust and well-thought-out EVP is no longer a “nice-to-have”, it is essential to the well-being and success of your workforce. An EVP serves as the framework for an organisation’s employee experience and should evolve to reflect current trends, ensuring it meets the needs of all employees, including those on the frontlines.
A clear, effective EVP directly impacts employee well-being in several ways:
- Increases engagement: Employees who believe in the company’s mission and feel aligned with its values are naturally more engaged. An EVP that reflects these values will help foster a deeper connection between employees and their work, reducing disengagement and boosting morale – especially for frontline workers who often feel disconnected from corporate culture.
- Promotes retention: When employees feel that their employer genuinely cares about their development and well-being, they are more likely to stay. A strong EVP reduces attrition by fostering a sense of loyalty and commitment to the organisation, which is particularly important in sectors where a high turnover of frontline staff is common.
- Fosters a positive workplace culture: A clear EVP sets expectations for how employees will be treated and how they are expected to contribute to the company’s success. This creates a more cohesive and supportive workplace culture, essential for well-being across the workforce. For frontline workers, this cohesion will help to bridge the gap between on-the-ground employees and the wider organisation.
In the modern workplace, an EVP must do more than outline job benefits, it must reflect the heart of an organisation. It should encompass both tangible rewards and intangibles such as work-life balance, personal growth, and a supportive community. A well-aligned EVP is not just a tool for recruitment and retention but a strategic asset that fosters well-being, engagement, and a positive workplace culture for everyone, no matter where they are.
By actively listening to employees, evolving to meet their needs, and promoting a supportive, inclusive, and balanced work environment, businesses can craft an EVP that delivers true value, enhancing both the employee experience and the overall success of the organisation.
Angela Moyle
With over 15 years' experience in the HR Tech industry, Angela has extensive experience in HCM technology at both a strategic and operational level, and has worked for the last 12 years at elementsuite - an industry-leading UK HR and WFM Tech firm that specialises in AI capability. Angela is on a mission to demystify the world of HR technology for HR professionals and for women in tech.
