Why your Employee Value Propositions could be the missing link in organisational success

Why your Employee Value Propositions could be the missing link in organisational success

Here’s something that might surprise you: most organisations believe they know what their employees want, but they’re usually wrong. In our work with local councils, government agencies, and private organisations, we’ve seen a consistent pattern, the gap between what leaders assume motivates people and what drives engagement is often wide.

An EVP (Employee Value Proposition) is one of the most powerful tools for organisational transformation, when it’s done well. Think of it as the employee equivalent of a customer value proposition. Just as councils invest heavily in understanding what drives customer behaviour, they need to apply the same rigour to uncover what truly matters to their workforce.

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The Penrith City Council Case Study: EVP in Action

One of our most comprehensive EVP projects was with Penrith City Council, one of New South Wales’ largest councils. With Western Sydney’s new airport creating fresh opportunities and challenges, Penrith was committed to getting its EVP right.

The research was extensive: organisation-wide surveys, focus groups, and interviews with executives and senior leaders. The findings revealed a diverse workforce, long-tenured employees with 20+ years of service alongside newcomers from other industries.

The insight? Different employee groups valued very different things. Long-term staff prized culture and stability, while newer employees were motivated by opportunities for growth and impact.

What set this project apart was what happened next. Penrith didn’t stop at drafting an EVP statement. They built a clear roadmap with quick wins, improvements that could be actioned immediately, as well as longer-term initiatives.

Some of the biggest breakthroughs weren’t about new perks but about communication. Time and again, employees raised frustrations about missing benefits, only to discover these already existed but weren’t well communicated. Sometimes the most powerful change is simply making people aware of what’s available.

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The Broader Impact: From Employee Experience to Customer Experience

A strong EVP doesn’t just boost staff satisfaction scores. It creates a ripple effect across the organisation. When employees feel valued, they deliver better customer experiences. They’re more engaged, more innovative, and more committed to success.

This link between employee experience and customer experience is still one of the most underused levers in organisational development. Done well, an EVP becomes far more than a recruitment tool, it builds a sustainable competitive advantage.

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The Path Forward

Building an authentic EVP takes commitment, research, and patience. It means replacing assumptions with evidence, co-designing with employees, and refining over time. Above all, it requires follow-through, turning words into actions.

The organisations that get this right don’t just attract talent, they unlock the full potential of the people they already have. In a world where talent is more mobile and selective than ever, that might be the most valuable advantage of all.

The Strategy Group partners with organisations to design EVPs that drive engagement, transformation, and growth. Our evidence-based approach has helped councils, government agencies, and businesses across Australia create more engaging and effective workplaces.

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