How a clear, authentic EVP helps you attract and keep the right people.
By MC Advisory
In today’s climate of inflation, affordability challenges, and remote and hybrid work, employers across Atlantic Canada are facing a new reality. The next generation of workers is coming in with different expectations. Pay has taken a back seat, and purpose, flexibility, growth, and feeling part of something all rank high for job seekers and employees.
The balance of power has shifted. Candidates are interviewing you as much as you’re interviewing them. And if your employee experience doesn’t match what they’re looking for, they won’t stick around. That’s why it’s time to take a fresh look at your Employee Value Proposition (EVP) and ensure it describes who you are as an organization, where you’re going, and the people you’re trying to attract and keep. And one more thing: why should they choose you over a competitor? What differentiates you from others in the market?
Why Your EVP Matters More Than Ever
This isn’t just a feel-good exercise–it’s a business necessity. When your EVP aligns with what your people actually want, you see the difference: higher engagement, better retention, elevated customer service, and stronger performance in areas like productivity, collaboration, and innovation.
It’s no accident that the HR Trends Report 2025 by McLean & Company, a leading human resources firm, is subtitled “human-centricity in a complex digital world.” The report lists “ensuring employee wellbeing needs are met” and “overall employee experience” as some of the top focus areas for HR leaders. Specifically, in municipalities, we are competing with private sector offerings-which could boast more lucrative compensation packages. With the focus on attracting top talent, municipalities will have to turn their focus to non-monetary benefits like work-life balance through flexible hours or compressed work weeks, inlcusive cultures and the opportunity to grow and develop while shaping the communities where employees live.
And according to the Blue Ivy Group, organizations with strong employee experiences report up to 50% higher engagement and are twice as likely to see high innovation and customer satisfaction levels.
You can’t afford to ignore those numbers, especially in a competitive labour market and a region where every hire matters.
One Size Doesn’t Fit All
Here’s one of the biggest challenges: your workforce likely spans multiple generations and they don’t all define “a great place to work” the same way. For some, it’s about stability and benefits. For others, it’s about career growth or values alignment. Increasingly, we’re seeing people, especially Gen Z, looking for it all. They want flexibility, professional development, meaningful work, and, yes, a fair wage.
The takeaway? You can’t offer a generic EVP and expect it to work. It must reflect the realities and aspirations of the people you employ and those you want to attract, and the strategic direction and values of the organization. This also helps you get clear about employees and applicants who aren’t a good fit for your organization.
We employ a three-step approach: Discover, Define, and Activate.
Start with Discovery
If you’re unsure where to begin, ask your people for input. It sounds simple, but you’d be surprised how many organizations skip this vital first step. They assume they know what their employees want–but the truth is, many don’t.
The good news? It’s not complicated. Engagement surveys, focus groups, and one-on-one conversations are all great ways to help you determine what your employees value and how your current experience stacks up. We call this “Discover.”
Trust is essential for gathering honest and useful information. Bringing in a neutral third party to lead this conversation might be a good idea. At MC Advisory, we often start with an employee experience survey that asks about four key areas: compensation, benefits, learning and development, and the work environment. From there, we build a picture of what’s working well, identify the gaps, and determine which changes would have the most significant impact. We call this “Define.”
For employers, asking for this feedback can be scary. I’ll be honest: the results may sting a bit. But it’s worth it. Honest employee input is the essential starting point for meaningful action.
Turning Insight Into Activation
Once you’ve gathered input, the next step is to turn it into a clear, achievable plan. We often triage recommendations into three categories:
- Immediate issues: These are the glaring problems that need urgent attention, such as a toxic manager or sharp pay inequities
- Medium-term opportunities: These are items that could be tackled over the next 6-12 months, such as improving communication or investing in leadership development
- Long-term priorities: These are higher-level initiatives that align with your overall strategic goals, such as strengthening your learning culture or redesigning your benefits package.
This phased approach helps you focus on what’s realistic, without losing sight of where you want to go. We call this “Activate”.
It’s Not Just About Money
Not every organization can offer top-of-market pay, and that’s okay. What matters is finding ways to provide value across the board. That could mean flexible schedules, clear growth paths, better communication, or small but meaningful perks that show people they’re appreciated.
We’ve seen clients make big strides simply by being more consistent with recognition, investing in learning and development, or giving managers better tools to support their teams. In a tight budget environment, those changes can go a long way.
Here in Atlantic Canada, we’re built on relationships. And at the heart of every strong EVP is trust. When you say, “We care about our people,” your actions need to back that up. That’s what builds trust, and that’s what keeps people engaged, even when times are tough. By communicating and delivering on your EVP consistently, you build a resilient, motivated workforce that is better equipped to serve residents and adapt to the community.
Your EVP shows people who you are and what you stand for. It’s your promise to your team. Make it real, and you won’t just attract talent–you’ll keep it.
Rebecca McNeil is a Senior Advisor for People and Culture at MC Advisory, where she helps organizations build stronger, people-first workplaces. When she’s not partnering with leaders on strategy and culture, you can find her salsa dancing, throwing pottery, or playing a fiercely competitive game of pickleball.
