Storytelling done well builds a sense of belonging. It creates clarity. It makes people think: "That sounds like me. I want to be part of that."
The future of work is changing fast. The rise of AI is reshaping the very fabric of our organisations, from how we collaborate to who is hired. For some, the future feels full of potential and for others daunting. Regardless, in a world where fewer human employees may be needed, the role of the Employee Value Proposition (EVP) is more critical than ever.
If the current trajectory holds, many organisations will rely on a smaller group of highly skilled, strategically critical employees. Top talent who will drive growth, innovation and competitive advantage. These people will have more choices than ever, and their expectations are already evolving. To attract and keep them, your EVP can't just be a slogan, or a few pages tucked into an onboarding deck. It needs to be sharp, real and lived.
The AI factor and the rise of the talent 'elite'
This wouldn't be a future of work article without discussing AI.
Many conversations I've been involved in recently demonstrate that most organisations are really at the beginning of their journey with AI adoption, only using AI for a small number of lower-level tasks, such as generating meeting transcripts or creating basic communications materials, which as we know is only scratching the surface of opportunities that exist with truly enabling and adopting AI across an organisation. Of course, we don't yet know the true impact of Gen AI on jobs, including new future professions, but we do know that all roles will be augmented by AI eventually, meaning that a robust EVP is critical to bring your talent on the journey – staying engaged and prepared for a new AI-enabled future.
As roles become more specialised and the Talent bar rises, organisations will need to work harder to attract the very best people, and to persuade them to stay. This is where a well-defined, compelling EVP comes into play. According to Gallagher's latest Workforce Trends Report1, 31% of organisations are developing a formal EVP, up from 21.8% the previous year.
The EVP is your people story. Who's writing yours?
Your EVP exists whether you've worked on it or not. It's the sum of what people inside and outside of your organisation believe to be true about what it's like to work there. If you're not owning that narrative, someone else is. Whether that's former employees on Glassdoor, candidates on Reddit, or your colleagues venting over coffee.
The good news is that a strong EVP, properly activated, can give you a powerful edge. But it must be real. Today's employees are quick to spot corporate jargon. Your EVP needs to reflect the real-life, felt experiences of working in your organisation. Not just intentions, but reality (although a sprinkling of aspiration is fine – if there's a clear plan to make it happen). If there's a gap between what's promised and what's delivered, your workforce will feel it and so will your reputation.
Why storytelling wins
Even the strongest of EVPs fall flat if they aren't communicated effectively. Too often, they can end up sounding like policy documents: safe, sensible.. and often overlooked. In a world saturated with content, bland doesn't cut through noise.
That's why storytelling matters more than ever. Use narrative, visuals, motion and moments of genuine emotion to bring your EVP to life. Make it personal. Use the data you have to tailor messaging to different audiences – just like marketers do for customers.
Storytelling done well builds a sense of belonging. It creates clarity. It makes people think: "That sounds like me. I want to be part of that."
As Gallagher's Workforce Trends Report notes2, employees are increasingly looking for work that aligns with their values and provides meaning. Your EVP can help people understand how their personal aspirations map onto your organisation's culture and goals.
Five steps to future-proof your EVP
Whether you've invested in your EVP or are just getting started, here are five tips to ensure its fit for the future:
1. Review your existing EVP
Even if you've never formally created an EVP, you have one. Start by assessing how your organisation is currently perceived as an employer, internally and externally. Use employee feedback, exit interviews, Glassdoor reviews, and pulse surveys to uncover the lived experience.
2. Identify what makes you stand out
What's your edge? What does your top talent love about working for you? What makes someone choose your organisation over a competitor – and what makes them stay? Your EVP should amplify these differentiators; not just copy the buzzwords every other organisation is using.
3. Understand your workforce – today and tomorrow
Don't build an EVP around your current workforce. Think about what your future talent will need, and what your organisation will need from them. What skills, behaviours and values are critical to your success in a tech-driven world? Design with that in mind as much as you can.
4. Humanise your communication
Use data to segment and personalise your messaging but always keep it human. Think beyond slide decks and email updates. Create emotional, creative campaigns that help your people see themselves in your story – through video, podcasting, employee-led content, or immersive onboarding experiences.
5. Take it one step at a time
Many EVP initiatives fail because leaders try to do too much, too soon. Start small. Identify where a little EVP magic could make the biggest impact. Whether it's clarifying career pathways, rethinking how you communicate benefits or helping leaders articulate the culture in their own words.
Remember: a big splashy employer brand launch isn't always necessary. If you've recently rebranded, merged or welcomed a new CEO, that could be a good moment to reset and reintroduce your EVP. But if not, focus your efforts where they matter most – on the moments that shape employee experience every day.
How we can help
The future of work may be uncertain, but one thing is clear: your EVP isn't just a nice-to-have, it's business-critical. In today's talent market, the organisations that thrive will be the ones who know exactly who they are – and who can tell that story in a way that makes the right people want to be part of it.
Looking for support in creating and communicating your Employee Value Proposition? Start your journey with us today.
Source
1,2 "2024 UK Workforce Trends Report." Ajg.com, 2025, www.ajg.com/uk/2024-uk-workforce-trends-report-organisational-wellbeing-report/.
