Does Your EVP Speak to Millennials and Gen Z?

Understanding what drives and motivates the emerging majorities is so important for your future proofing your organisation. A recent catch-up with a client post the Association Forum Memberships Summit offered a stark reminder: by 2030, millennials and Gen Z will dominate 58% of the workforce. This is a wake-up call to reassess how your organisation attracts and retains not just members but employees as well.

Understanding the Shift

The demographic shift brings two groups front and centre – millennials (currently aged 27-42) and Gen Z – each with distinct views and values reshaping the workplace ethos. Gone are the days when a one-size-fits-all approach to employee value proposition (EVP) could suffice. Today, these generations seek workplaces that echo their personal beliefs and aspirations, emphasising purpose, flexibility, and opportunities for growth.

Tailoring Your EVP Beyond Perks

Creating and living by an EVP that resonates with millennials and Gen Z begins with a deep dive into what these generations value most:

1. Purpose Over Profits: More than ever, younger employees seek roles that offer more than just a paycheck. They want to contribute to something bigger than themselves – be it through sustainable practices, corporate social responsibility, or projects that have a meaningful impact on society. Showcasing your organisation’s commitment to these ideals can be a powerful attractor.
2. Flexibility as a Standard: The traditional 9-to-5 is being reevaluated, with an increasing demand for work-life balance and flexibility. Remote work, flexible hours, and a focus on outcomes rather than hours spent at a desk are becoming key components of an appealing EVP for the younger workforce.
3. Growth and Development: Millennials and Gen Z are not content with stagnation. Opportunities for professional development, continuous learning, and clear pathways for advancement within the organisation are critical for retaining these ambitious individuals.
4. Authenticity and Transparency: Trust is paramount. This generation values honesty about what it’s like to work at your organisation. Transparent communication about challenges, successes, and the real day-to-day work environment can help build this trust.
5. Inclusion and Diversity: A diverse and inclusive workplace is not just a preference but an expectation. Demonstrating a genuine commitment to building diverse teams and inclusive policies reflects an environment where everyone can thrive.

Nail Your EVP

By embedding these values into your EVP, you signal to potential millennial and Gen Z candidates that your organisation is not just a place to work but a place to grow, contribute, and belong.

So, does your EVP speak to millennials and Gen Z? As we edge closer to 2030, (terrifying, I know) the time to act is now. Rethinking and realigning your EVP to cater to the emerging workforce majorities is imperative for attracting, retaining, and engaging the very best in the business.