A strong Employee Value Proposition (EVP) has become essential for organisations looking to attract and retain talent. Recent findings from PwC Australia reveal that 38% of workers plan to leave their jobs within the next year, while nearly half of business leaders have no intention of redesigning their EVPs.

Recognising the importance of a clear and compelling EVP, we turned to Sanjay Sanghvi, AVP of People & Culture and Head HR at Startek Australia. In an exclusive interview with People Matters, he shares his insights on the challenges organisations face, the importance of leadership commitment, and strategies for aligning employee needs with business goals.

Why EVP?

The growing need for organisations to stay ahead of the competition has driven a significant demand for recruiting and retaining the right talent. Among the key building blocks for an effective organisation, its people stand out as the most vital component.

In fact, an organisation’s success or failure predominantly depends on the quality of its workforce. It’s clear that productivity and success are fundamentally people-driven.

“In Greek mythology, Sisyphus was a king condemned by the gods to push a huge boulder up a steep hill, only to have it roll back down each time. This frustrating and unproductive task is something many people feel in organisations without a clear Employee Value Proposition (EVP),” said Sanghvi.

He further explained, “An EVP encompasses much more than salaries and benefits; it reflects the overall employee experience, including career development opportunities, rewards, culture, and management style.”

Challenges & mitigation plans

Developing a strong EVP can be complex, especially in industries with unique work environments and expectations. Sanghvi shared the top three common challenges and their mitigation strategies:

Balancing organisational and employee needs

• Challenge: Aligning the organisation’s strategic goals with employee expectations can be tricky. Employers may prioritise cost-efficiency and productivity, while employees seek flexibility, development opportunities, and a better work-life balance.
• Solution: Focus on areas where both parties can benefit, such as fostering career growth (which aids both retention and performance) or implementing flexible work arrangements that do not compromise operational efficiency.

Communicating authenticity

• Challenge: If an EVP over-promises or does not accurately reflect the employee experience, it can lead to disengagement and mistrust.
• Solution: Ensure the EVP is grounded in the genuine strengths of the organisation. Gathering feedback from employees at various levels will help define an authentic message.

Tailoring the EVP to a diverse workforce

• Challenge: Different demographic groups (by age, career stage, or function) have varying priorities. For instance, millennials may prioritise flexibility and growth, while older employees might value job security and benefits.
• Solution: Develop a flexible EVP that resonates across employee demographics, offering a mix of benefits and growth opportunities appealing to a broad range of employees.

Leadership commitment & support

Leaders embody the organisation’s culture and values. When they uphold the promises outlined in the EVP, it builds trust among employees and signals that the EVP is genuine, not just a marketing tool. Employees are more likely to engage with and believe in the EVP when they see leaders consistently acting in alignment with the values, mission, and benefits it promotes.

“Clear, transparent communication from leadership helps employees understand the value they bring to the organisation and what the organisation offers them in return. It also reinforces consistency, ensuring the EVP message does not become diluted or misinterpreted,” emphasised Sanghvi.

“Leaders need to model the behaviours and principles that the EVP promotes. Whether fostering a culture of inclusion, supporting professional development, or promoting work-life balance, leaders’ actions will influence how employees perceive the EVP,” he added.

Using data analytics to enhance EVP impact

Analytics can reveal how different aspects of the EVP resonate with potential candidates. For example, tracking the sources of high-quality candidates (referrals, job boards, social media) can indicate which EVP elements (such as work culture, growth opportunities, or salary) attract the best talent.

“By analysing retention rates and turnover patterns, companies can identify which aspects of the EVP retain talent and where adjustments may be needed. High turnover in specific departments may suggest that certain EVP components (e.g., work-life balance, compensation, or management) require reevaluation,” explained Sanghvi.

“Segmenting data by demographics can reveal how the EVP resonates with different groups. Younger employees might prioritise career development, while older employees might focus on job security or work-life balance. Tailoring EVP elements to various employee segments based on data insights can enhance effectiveness across the entire workforce, improving talent retention and acquisition,” he added.

Promoting inclusivity and diversity through EVP

The EVP should promote inclusivity and diversity, especially in regions with diverse cultural and demographic profiles. Inclusivity and diversity must be prominently featured in recruitment materials, job descriptions, and internal communications.

Sanghvi emphasises that this approach should include:

• A commitment to hiring diverse talent, fostering a supportive and inclusive atmosphere, and providing equal opportunities for career advancement.
• Highlighting how diverse talent is nurtured within the organisation, showcasing success stories of women in leadership roles and individuals from underrepresented backgrounds who have advanced within the company.

The EVP should reflect a culture where every employee feels valued, heard, and empowered to contribute. This can be achieved through inclusive initiatives like Employee Resource Groups (ERGs), diversity councils, and regular forums that allow employees to express their viewpoints.

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Measuring success

A robust EVP should result in improved employee satisfaction, higher retention, better recruitment outcomes, and stronger overall organisational performance. “Leaders can use both quantitative and qualitative metrics to assess the impact of their EVP initiatives.

Utilising platforms like Gallup, Qualtrics, or Glint can help track engagement and satisfaction over time. Key questions should gauge how well employees feel the EVP aligns with their experience and whether it delivers on promises like career growth, recognition, and work-life balance,” suggested Sanghvi.

He further advised, “HR information systems (HRIS) like Workday or BambooHR can assist in tracking voluntary turnover rates, average employee tenure, and exit interview data. Comparing retention rates across different departments, demographic groups, or locations helps determine if the EVP is effective throughout the organisation. Wellness platforms like Humanforce or Sonder can track wellness program usage and effectiveness, while well-being surveys can provide insights into how the EVP supports employee health.”

“Startek has implemented an EVP called ‘GET SET GO,’ covering each touchpoint from the hiring process to the employee's retirement journey. This signifies, ‘When you GET into Startek, we SET you up for success, and then you GO places.’ The changes and impacts Startek has created in institutionalising the EVP at the workplace have resulted in enhanced employee engagement, better outcomes for clients, and an increase in the business bottom line,” he concluded.