Building a Winning EVP for Gen Z

Everything in the world of work has now shifted for the better as employees seek more from their employers. So much attention is now given to a company’s learning and development (L&D) frameworks, its commitment to sustainability and diversity, and whether it embraces hybrid and remote work. Such considerations are especially critical in the case of Gen Z workers.

If your business relies on younger workers, then this is the perfect time to revamp your employee value proposition (EVP) and employer brand. To attract new-generation employees, you must highlight your company’s unique features and ambitions. According to Gartner, businesses that efficiently deliver on their EVP can cut their annual employee turnover by up to 69%—a staggering number.

Understanding how and why organizations focus on creating an impactful EVP that differentiates them from the competition will help you get to that number.

Understanding Modern Worker Priorities

Gen Z, a generation between the mid-1990s and early 2010s, is becoming an important cohort in the workplace. Compared to the earlier generations, these individuals come equipped with a strong penchant for technology, a flexible work schedule, and an expectation for meaningful work.

In an era where skills gaps and high attrition rates are persistent problems for businesses, retention — in the sense of a strategic approach to preserving employees’ loyalty and extended tenure with the organization — increasingly appears to be an imperative for success. The issue here is that the retention approaches that were seemingly effective with older generations, like a generous salary or strong job security, do not work with Gen Z.

The young group wants to have a working experience that is profoundly meaningful and worthwhile. An EVP tailored to this generation’s expectations will enhance not only retention but also workforce dynamism and innovativeness, driving productivity and overall business growth.

Companies are often unaware of the consequences of ignoring the EVP. Research demonstrates that organizations with strong EVPs see nearly 30% higher new hire commitment. In fact, studies also support that highly-engaged teams (as an outcome of a strong EVP) result in enhanced profitability and improved customer loyalty by 23% and 10%, respectively. These outcomes reinforce the broader business value of a strong EVP.

Crafting a Compelling EVP

Gen Z's unique characteristics can be attributed to the distinct social, technological, and economic context in which they were raised. Unlike individuals born before 1997, Gen Z individuals grew up in a world with broadband internet, social media, and smartphones, which has forced organizations to leverage technology to earn their attention. The following are key considerations for building a meaningful EVP for this technology-driven and socially conscious generation.

● Communicate your purpose and values
Gen Z prefers organizations that align with their beliefs and provide a meaningful work experience. Social responsibility initiatives like sustainability, diversity, and community involvement are essential aspects for Gen Z.

● Streamline the application process
Gen Z prefers a streamlined, mobile-friendly, and simple application process. They tend to prefer instant answers to their questions, harnessing the use of real-time AI tools to provide automatic updates to their application solution and assessment results.

● Promote career growth
Learning and development are key for Gen Z; therefore, organizational career pathways, mentoring programs, leadership development opportunities, and skills training should become a focal point. Gen Z wants to know if the organization is open to supporting upskilling and career growth.

● Prioritize employee advocacy
Gen Zers are curious to learn about their prospective employer, with 71% of the respondents spending time "socially stalking" the company’s employees through personal social channels/pages.

This brings us back to the EVP; every employee, regardless of generation, must feel somehow connected to your company. Your culture, your positioning, your values — every employee is indirectly a part of your employer brand communication strategy. Therefore, you should encourage them to engage on social channels with authentic content that is relevant to their roles and aligns with their beliefs. Celebrate promotions, the company’s milestones, and share your corporate social responsibility (CSR) stories.

● Offer flexibility
It is important to actively advocate for your remote or hybrid work arrangements, which should encompass flexible working hours. Organizations that require full-time, in-office attendance will likely face challenges in attracting Gen Z.

All these components come together to create an attractive EVP that’s difficult for candidates to refuse. HubSpot, for instance, cares about flexibility and work-life balance, while Google focuses on career development and stimulation/engagement with their work. These companies have seen increased retention because their EVPs resonate with employees, creating a positive and fulfilling work experience.

Addressing Implementation Challenges

When creating people solutions, establishing and implementing an impactful EVP involves several steps, each requiring thoughtful planning and resource allocation. Begin by identifying specific goals for your EVP, then assess your current offerings and gaps. However, while impactful actions can drive business and employee well-being, you must operate within budget constraints. Ultimately, meaningful change is possible by taking a systematic, planned step-by-step approach.

The following steps represent a pragmatic path to EVP implementation:
● Enhancing internal communication to reinforce EVP messaging
● Strengthening career development programs
● Creating employee-driven initiatives that highlight workplace culture

Focus on high-impact, low-cost elements first, such as:
● Recognition programs
● Flexible work schedules
● Career mentorship opportunities
● Clear advancement pathways
● Team-building activities
● Employee resource groups (ERGs)

A powerful EVP doesn't require major investment, only engagement in the detailed planning phase, coupled with genuine execution. Focusing on data-based decision-making, technology and tools, and high-impact activities allows organizations to engage with talent within budget. An effective EVP delivers clear benefits: it increases retention, boosts employee motivation, reduces hiring costs, and strengthens company reputation. When developing an EVP, begin with an assessment, proceed strategically, and demonstrate impact through employee feedback.

Conclusion

Your EVP signifies whether and how you value your employees. It’s a promise that, if honored, delivers long-term benefits such as increased engagement levels, improved retention rates, lower recruitment costs, and greater trust in you as an employer. When employees assess and evaluate your organization through the lenses of value and purpose, your EVP plays a key role.
Working with a partner like PERSOL ensures you are always up to date on candidate expectations. Get in touch if you wish to review and revamp your EVP and collaborate with experts to keep your organization competitive and aligned with what employees want.