Mission Possible: Transforming corporate purpose into an irresistible EVP

This blog covers insights from our 2024 Evolution of Work Summit, featuring leaders from across the industry who explored a critical challenge: How do you transform corporate values into an EVP that genuinely resonates with top talent?

Our expert panel included:

• Vicki Saunders, Founder of The EVP Consultancy, bringing expertise from transforming EVPs at major brands like Boots, BAE Systems, and Currys
• Mark Crompton, Global Head of Employment Marketing & Employer Branding at Airbus, leading a transnational team of 25+ experts
• Lorraine Stockle, EMEA Talent Acquisition Lead at Verizon, with 25+ years of recruitment expertise
• Moderated by Beth Carter, Director of Growth at Flexa

Now more than ever candidates are increasingly selective about where they work, which means a compelling Employee Value Proposition (EVP) is a must. Our panel shared valuable insights on creating authentic, purpose-driven EVPs that attract and retain top talent.

Here are the key takeaways from our discussion:

The science of belonging

Vicki shared fascinating insights about the neuroscience behind belonging in the workplace. Research shows that belonging is the number one driver of engagement—even more than leadership or salary. This is because the absence of belonging is processed in the same part of the brain as physical pain, making it a crucial element of any successful EVP.

Making purpose tangible

Our panelists emphasised that purpose needs to work at both the corporate and individual level:

• Airbus focuses on "pioneering sustainable aerospace for a safe and united world"
• Verizon centres on "powering and empowering how people live, work, and play"
• Both companies ensure these high-level purposes translate into meaningful day-to-day experiences

Authenticity in action

The panel shared practical approaches to ensuring EVP authenticity:

• Regular employee feedback and surveys
• Leadership interviews and focus groups
• Employee advocacy programs
• Local "flavor" added to corporate messaging
• Employee stories and experiences

Looking forward

A key theme throughout the discussion was the importance of future-proofing your EVP. This means:

• Understanding generational shifts in workplace expectations
• Building in flexibility to adapt to changing needs
• Creating mechanisms for continuous feedback and evolution
• Ensuring your EVP attracts the talent you'll need tomorrow, not just today

As Mark Crompton noted, using the analogy of a burger, "Your EVP is the sweet spot in the middle that brings together your corporate purpose and individual purpose." The session highlighted that while creating a compelling EVP takes time and effort, it's crucial for building organisations where both purpose and people can thrive.

Rewatch our 2024 Evolution of Work Summit

In November 2024, we hosted the Evolution of Work Summit, covering a range of impactful topics. Want to explore more? Here are some of the standout sessions from the event:

• Cultural DNA: unlocking aligned talent with your unique company identity
• Beyond the numbers: humanising data to drive meaningful workplace change
• Breaking Barriers: Revolutionising inclusive hiring for a diverse tomorrow
• The Parent Trap: is your organisation helping parents thrive, not just survive?

You can watch all the sessions here.