Employee Value Proposition

How do you answer the ‘what’s in it for me’ question for employees?

The challenge

‘What’s in it for me?’ It’s a question that we all ask, and never more than when thinking about why we should choose to work for an employer or commit to stay there for the long term. Manchester Airport Group (MAG) wanted our support in defining an Employer Value Proposition (EVP) that would answer precisely this question for their 40,000 employees, and help them secure and retain the right talent and expertise to support sustained business success.

The solution

We undertook extensive research with employees across MAG to find out exactly what made the business different as a place to work – and, critically, exactly what advantages and benefits make the most difference in influencing employees’ perceptions of the workplace. Having used this insight to define a detailed EVP, we then reviewed how we could tangibly embed it across the employee lifecycle, ensuring the business could make it real for employees at key touchpoints. The way the business talks to employees is one key example of how the principles of the EVP need to be translated into practical, day-to-day activities, and we created a tone of voice guide that helps key communications stakeholders, leaders and line managers to use language in the right way to connect with employees.