The workforce is changing and it’s changing fast. As businesses try to attract and hold on to top talent, the traditional one-size-fits-all approach to the employee value proposition (EVP) is not cutting it anymore. Organisations need to rethink how they present themselves to a more diverse and dynamic talent pool. Tailoring the EVP for each generation is no longer optional; it’s a must.

In recent years, Millennials and Gen Z have made up a large chunk of the workforce, bringing with them new expectations around work-life balance, career growth and organisational culture. Meanwhile, Baby Boomers – many of whom are staying in the workforce longer – are still prioritising stability, job security, as well as different types of benefits. For organisations looking to attract the best talent, the usual homogenous approach just won’t work. Businesses need to adjust their messaging, perks and benefits to meet the specific needs of each generation.

The rise of blue-collar and new-collar jobs

As we count down on the end of 2024, we’ve seen a number of prediction pieces looking at what will be the ‘big ticket’ items for HR teams and businesses when it comes to their people strategy in 2025, including articles predicting a big increase in demand for blue-collar” and “new collar” jobs, presenting a major opportunity for organisations to rethink their EVP. With more people needed in skilled trades and technical fields like AI and cybersecurity, younger workers are starting to see these roles as valuable career paths. This shift means organisations need to rethink how they attract, recruit, onboard, and support this emerging talent.

Today’s younger workers aren’t just looking for a salary. They want to know how their work can help them grow, make an impact, and develop their skills. This mindset is changing the workforce, and businesses need to update their EVP to match these needs. Rather than focusing on flashy perks, younger employees are prioritising job stability, fair pay, and opportunities for growth – things that align with their long-term career goals.

At the same time, the “deskless workforce” – those working outside traditional office settings – now makes up about 80% of the global workforce. Deskless workers are often the ones closest to the customer and play a key role in driving the main activities that create value for the business. Despite how important they are, many organisations haven’t provided the technological tools or development opportunities these workers need to thrive. Given their direct connection with customers, deskless workers are in a unique position to make a real impact on the business, but they’re often overlooked when it comes to support and investment.

The silver workforce: what’s next?

On the other end of the scale, the “silver workforce” is starting to make a big impact. Projections from Mercer show that people aged 75 and older will be the fastest-growing part of the workforce. While some senior employees may be working for financial reasons, many stay in their roles simply because they love what they do and want to keep contributing. So, how can businesses keep these experienced professionals engaged and empowered?

Older workers typically aren’t as focused on promotions as younger ones; they tend to place more value on the impact of their work. To meet these needs, organisations should consider offering flexible working hours, mentorship opportunities, and recognition for their contributions. Ensuring that older employees feel valued is not only key to keeping their expertise but also to fostering long-term engagement and loyalty.

Tailoring the EVP: The key to engagement

To really appeal to diverse talent, businesses need to adjust their EVP to the different needs of each generation. For Gen Z, who care about meaningful work and flexibility, organisations should highlight their commitment to sustainability and social impact. Millennials, on the other hand, want career growth, mentorship, and a diverse workplace culture. Baby Boomers tend to focus more on job security, health benefits, and a strong sense of loyalty to their employer.

By understanding the preferences of each demographic, organisations can better tweak their messaging, benefits, and rewards. The EVP shouldn’t be static; it needs to evolve to meet the changing needs of each generation. After all, an organisation that stays in tune with what matters most to its employees is the one that will remain attractive to all age groups.

More than just talent attraction: retention and satisfaction matter too

Getting the EVP right isn’t just about drawing in top candidates; it’s also about improving employee satisfaction and retention. When employees feel like their needs are understood and supported, they’re far more likely to stay loyal, engaged, and motivated. A well thought out EVP builds a culture where employees, no matter their career stage, feel heard, valued, and appreciated for their efforts.

Organisations need to regularly evaluate and tweak their EVP to keep it relevant. As each generation’s needs evolve, the EVP needs to stay flexible enough to keep up. Getting feedback from employees regularly is essential for refining the organisations approach and making sure everyone feels supported and heard.

Inclusivity at the heart of it all

So, what does an inclusive workplace actually look like? It’s one where all employees, from Gen Z to Baby Boomers, feel they belong, are valued, and can thrive. An inclusive workplace isn’t just about bringing in a mix of diverse talent; it’s about recognising and supporting the unique strengths and needs of each generation, so everyone has the opportunity to succeed.

The future of work will be multi-generational, and the organisations that embrace this will be the ones that thrive. Businesses that understand the different needs of various age groups and adjust their EVP accordingly will create a more engaged, productive, and inclusive workforce. By investing in the whole employee experience, from recruitment to development and retirement, organisations can build a workplace where every individual feels valued, connected, and motivated to contribute to the organisation’s success.

Interested in how you can build out an EVP that is inclusive, evolving and meeting the needs of your current and future employees? Reach out to Charmaine Burton from our team or fill in the form below and let us know how we can help.