This guidance comes from Sonder, a platform dedicated to workforce health and safety, which offers 24/7 access to integrated medical, mental health, and personal safety services. According to Sonder, companies that embrace a wellbeing-centric EVP will be better positioned to meet the evolving expectations of employees, particularly regarding work-life balance, in today’s competitive job market.

Recent research from CIPD highlighted that only 51% of UK employers take a strategic approach to employee wellbeing. Sonder believes this presents a significant opportunity for HR leaders to reshape the employee experience, positioning their organisations as employers of choice. This need is underscored by a Deloitte UK report, which revealed that 52% of UK workers feel their employer falls short in supporting their health and wellbeing.

Survey data further shows that employees now see wellbeing and personalised benefits as key factors in deciding where to work and stay. Gartner's 2024 Future of Work Report found that nearly two thirds (63%) of candidates are drawn to jobs offering a four-day workweek, and firms that deliver on EVP can reduce annual employee turnover by nearly 70%.

Sonder suggests three ways for employers to strengthen their organisation’s EVP:

• Focus on personalisation: Every employee is different, meaning the support available to them should be tailored to what they care about. With a broad suite of benefits on offer, as well as holistic support that covers all aspects of employee health, wellbeing and safety, companies can ensure their EVP can be personalised to each staff member.
• Communicate your EVP loudly and consistently: While the way you promote your EVP should be tailored to the audience you’re speaking to, it’s important to look for ways to reinforce the same key messages again and again across your website, LinkedIn posts, job ads, and internal staff communications.
• Inspire authentic employer branding: Consider ways you can give your staff a reason to feel proud about working at your company with an EVP that is purpose-driven and gives staff a sense that they’re helping to make the world a better place.

James Tate, UK VP for Sonder, explains: “After years of workplace upheaval, Generation Z employees in particular are placing greater emphasis on wellbeing and stability in their daily work. Employers that get employee experience right will improve and streamline their talent acquisition process.

“Today’s employees expect a stronger health, safety and wellbeing focus because they value employers that value them, in and out of work. In an uncertain workplace, HR leaders that can successfully execute a clear EVP strategy with wellbeing at its core will strengthen their organisation’s hiring, boost their people’s loyalty and cut employee attrition.”