Key takeaways in this post about employee value propositions (EVPs):

  • Nearly 1 in 3 healthcare workers are not engaged with their company, which makes them twice as likely to leave for another organization.
  • Creating an employee value proposition (EVP) can help healthcare brands showcase why they stand out. It helps future and current team members see how the company excels and why they should join or stay.
  • EVPs not only help with recruitment but also guide internal communications. They align messaging for current employees and partner agencies, improving internal communication and employee retention strategies.

Attracting and retaining great team members is hard – especially in healthcare.

Nearly 1 in 3 healthcare workers aren’t engaged with their company, making them twice as likely to leave for another organization. In fact, 48% of workers have left their employer because the job didn’t meet their expectations.

Change the conversation by creating an employee value proposition (EVP) to show your future and current team members just how your healthcare brand excels and why they should be a part of it.

Learn about employee value propositions, how to write them, and how your internal and partner agencies can use them to guide internal communications and employee recruitment messaging.

Want more committed team members? Show them what you’re made of! An employee value proposition can make a difference in recruiting and retaining staff who believe in your vision.

An employee value proposition (EVP) communicates the overall value of working with a company and the culture it promotes.

Particularly in healthcare, where all organizations aim to help heal and build a healthier community, an EVP helps your brand stand out from competitors. These summaries of beliefs and advantages really answer an employee’s question: What’s in it for me?

An EVP shares why a potential or current team member would want to work for your organization — but it goes beyond salary or benefits.

An EVP may include aspects such as:

  • Shared mission, vision and values
  • Team behaviors and experiences
  • Intangible benefits like work-life balance

Having a defined employee value proposition has many benefits. It can help you recruit top talent, reduce employee turnover (when you follow through on your promises!) and enhance your brand as an employer.

Before you write an EVP for your brand, you need to research:

  • What benefits and intangible features does your health system currently offer
  • What qualities do you want to see in an ideal employee
  • What makes working here special for current employees
  • How your top competition compares

Once you’re armed with this information, you can begin to write your EVP. Focus on the value your organization provides its employees, not just the perks.

Aspects you could include:

  • Career development
  • Work-life balance
  • Work environment
  • Organizational stability
  • Recognition
  • Well-being and mental health support
  • Culture (values, beliefs and behaviors)
  • Flexibility
  • Community engagement
  • Work locations


Here are two great examples of unique EVPs.

University of Iowa EVP: Breaking it down

The University of Iowa recently developed its EVP statement: “For dedicated staff in a wide range of professions who seek purpose and stability blended with a great quality of life, Iowa offers a mission you can believe in, support you can rely on, and a community where you can thrive.”

The University of Iowa's Employee Value Proposition
Screenshot of The University of Iowa’s employee value proposition.

The University of Iowa team further broke the statement into supporting points that team members could recognize:

Support

  • Security of a 175-year institution
  • Exceptional benefits
  • Commitment to your lifelong learning and overall well-being

Livability

  • World-class health care
  • Top-ranked public schools
  • Big Ten athletics
  • Location recognized among the best places to live

Culture

  • A people-centric workplace
  • Work-life balance
  • A legacy of innovation

LCMC Health’s EVP: Adding flavor

Spice up your EVP with words that speak to who your organization and its people are about. Connecting brand, culture and patient experience can bring your employee value proposition from bland to inviting.

At LCMC Health, marketing, human resources and other teams created an actionable, personal approach to their employee value proposition. Listen to this short interview to learn more.

Video recording of a Tips in 10 interview between Christine Albert, former Chief Experience Officer at LCMC Health and Kirsten Lecky, WG Content, recorded Sept. 5, 2023.

LCMC’s About page provides an excellent taste of what you can expect at their organization.

The About page for LCMC Health sharing it's unique value proposition.
Screenshot of LCMC Health’s About page.

On its recruitment page, LCMC promises:

“We’re a team of committed, enthusiastic, and talented caregivers who wake up everyday knowing that healthcare is simply better with a little extra heart – and a whole lot of soul – sprinkled in!”

In both examples, the organizations offer shared language for team members that can be woven throughout employee communications and recruitment marketing.

Just like unique selling propositions help writers craft marketing content, EVPs help internal writing teams and partners craft more meaningful employee communications.

Having an employee value proposition can help guide you in creating a range of branded content, including:

  • Career site content
  • Communications during a merger and acquisition
  • Internal newsletters
  • Employee intranet news
  • Recruitment marketing
  • Employee engagement surveys
  • Benefits communications
  • Job description templates

Today, attracting and retaining top talent requires more than just a compelling benefits package. By creating a strong EVP, you can demonstrate your healthcare organization’s unique strengths, align current and future employees with your mission, and foster greater engagement across your workforce. An effective EVP shows employees not just what you offer but why they should be proud to be part of your team.

At WG Content, we craft clear, strategic communications that elevate your EVP and guide your internal messaging. Whether you’re refining your employee experience, improving retention or attracting the best healthcare professionals, we can help you shape messages that resonate. Let us partner with you to transform your internal and employee recruitment communications—ensuring they align with your brand’s purpose and goals. Reach out today to get started!

Your employee value proposition can be weaved into recruitment marketing tools, hiring communications, new employee orientation and employee welcome messages. You can also infuse your EVP in new team member features on your intranet.

Review your company employee value proposition at least annually. If key events, such as a merger, occur, be sure those EVPs align.

Yes, you can tailor your EVP for different employee groups, including remote workers, entry-level team members and clinical personnel.

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