EVP Evolution - are you ready?
Employee Value Proposition (EVP) - Is it time for what’s next?
In the last several years, companies have been focusing on what their employee value prop (what they offer) is and working on showcasing that through video, social media, website content, and storytelling. It's how a company differentiates itself from the market and competitors. It's been a "buzzword" and a line item in budgets for companies looking to improve recruitment and retention.
But - since 2020 the world AND workforce has evolved. In a big way.
The next big shift moves beyond traditional EVP and focuses on Employee Experience Personalization (EEP).
Companies are realizing that a one-size-fits-all approach no longer works, and the future lies in creating tailored experiences that meet the unique needs of each employee. It's about offering flexibility, individual development paths, and wellness options that speak directly to what (individual) employees value most.
Here are some compelling statistics to support a shift:
According to PwC, 73% of employees who feel their company provides a personalized experience are more likely to recommend their workplace to others.
LinkedIn’s 2023 Workplace Learning Report states that 64% of employees value personalized learning and development opportunities as a key factor in their job satisfaction.
Deloitte reports that 80% of employees consider personalization important to their job satisfaction and engagement.
Harvard Business Review highlights that personalized work environments can lead to a 20% increase in employee productivity.
Personalizing the employee experience in a large company with thousands of employees can seem daunting and complex but it’s definitely achievable through a strategic, phased approach. It’s all about creating options and empowering choice rather than customizing every detail for every individual. This shift can significantly improve engagement, retention, and productivity, setting companies apart in the talent marketplace.
Here are some practical steps any company can take to adapt to the philosophy of Employee Experience Personalization (EEP):
Leverage Data and AI
Large organizations can tap into the power of data analytics and artificial intelligence to better understand employee preferences and behaviors. Start by collecting data on:
Employee engagement levels
Career goals and skill gaps
Preferred work environments (remote, hybrid, in-office)
Wellness and mental health needs
Using AI-driven tools like employee experience platforms (e.g., Qualtrics, CultureAmp) can help companies analyze this data and tailor solutions to different employee segments. For example, personalized learning paths can be recommended based on individual skill assessments or career goals, much like how consumer companies personalize customer experiences.
Create Employee Personas
One way to manage personalization at scale is by developing employee personas, similar to how marketing teams use customer personas. These personas represent different groups within the organization based on factors like:
Job function
Career stage
Work style preference
Personal interests (wellness, professional development, etc.)
By segmenting employees this way, companies can offer tailored programs or benefits that resonate with each group. For example, early-career employees might prefer fast-tracked development programs, while senior employees might value flexible work arrangements or mentoring opportunities.
Offer Flexible Benefits
Personalizing benefits is a powerful way to address individual employee needs without overwhelming managers or HR teams. Introduce a flexible benefits package, allowing employees to choose options that align with their unique circumstances. For example:
Remote work options or hybrid schedules
Personalized healthcare and wellness programs
Development stipends that can be used for training, certifications, or even hobbies
By giving employees choices, you offer personalization at scale while reducing the need for custom programs for every individual.
Use Technology to Enable Personalized Learning
Large companies can implement personalized learning and development at scale by investing in learning management systems (LMS) that offer tailored career paths. Platforms like Degreed and Coursera for Business allow employees to select courses and content relevant to their specific roles, skills, or career aspirations. The system can also recommend content based on the employee's current position and future goals.
Provide Managerial Training on Personalization
To scale personalization, train managers on how to deliver personalized experiences within their teams. Managers can play a key role in tailoring:
Development conversations
Workload flexibility
Career progression discussions
By empowering leaders to take a personalized approach in their day-to-day management, companies create a more humanized experience that fits within the existing structure.
Encourage Employee Feedback Loops
Large organizations should actively seek feedback from employees through regular pulse surveys or focus groups. The feedback should guide how the company adjusts its personalization strategy. This iterative approach ensures employees feel heard and helps fine-tune offerings in real time. Platforms like Glint or 15Five are great for capturing this data at scale.
Scale through a Phased Rollout
Attempting to personalize everything at once might be overwhelming, so start with the most impactful areas, such as:
Career development: Allow employees to personalize their learning and career paths.
Work flexibility: Offer hybrid work options that meet different employee needs.
Health and wellness: Introduce personalized wellness programs (e.g., gym memberships, mental health support).
Roll these programs out in phases, analyze employee feedback, and iterate before expanding to other areas.
Adopt a Culture of Continuous Personalization
EEP isn’t a one-time effort; it’s a continuous process. By embedding a culture of personalization into the company’s ethos, organizations can adapt as employee needs evolve. This could involve regular check-ins with employees, constantly refreshing benefits and perks, and updating learning paths based on industry trends and feedback.
Utilize Personalized Recognition Programs
At scale, personalized recognition can have a huge impact on engagement. Implement recognition systems that allow employees to select the types of rewards they value most, whether it’s financial bonuses, time off, or public acknowledgment.
Bonus tip: If you are a smaller company or truly un-sure where to start survey your workforce to let them know you are considering a shift to a more personalized approach and find out what they would value most. Based on the survey results, start there!