Why 'Meaningful Work' should sit at the centre of your EVP

During this edition of ‘The Job Journal’ I’m going to go ahead and assume you’re already familiar with the term Employee Value Proposition (EVP).

If you immediately think of benefits, culture, work-life balance etc. then you won’t be alone. Don’t get me wrong, they all matter, but in my opinion, there’s an unsung hero that tends to be missed off many people’s lists.

‘Meaningful Work’ ?

It’s one of four pillars I talk about with my clients when helping them shape their employee value proposition but in my opinion, it’s the most important. Without this, everything else crumbles. ?

EVP Isn’t All About the Perks

Perks are great (who doesn't love a swanky office, free fruit Fridays, a spot for your French Bulldog under your desk and that monthly visit from Hans the masseuse) but let's be honest, they’re all a little bit…superficial. If you want to build something that gets your people jumping out of bed in the morning, or at least smashing the snooze button less often, then they have to know that what they’re doing matters.

When people say they want "meaningful work," they're talking about a role where they can make an impact and where they feel like they're part of something bigger. Companies getting this pillar of EVP right are attracting and retaining people that don’t see what they do as a job, they see it as a calling. They’re not just satisfied; they're bloody inspired.

Beyond the Office Walls

'Meaningful work' isn't confined to what happens between office (physical or otherwise) walls. Many employees want the work they do to contribute to a greater good. We're talking about companies and leaders that don't just aim to increase shareholder value but also have a social conscience. Why does it matter? Because when people feel their work is making a real-world impact, they're far more likely to be engaged, passionate and driven.

In "Lost Connections," Johan Hari cites the famous Whitehall Studies, which highlighted the health impacts of meaningless work among British civil servants. Those with less control and less connection to meaningful work had significantly worse health outcomes. We’re talking higher rates of cardiovascular disease, increased stress levels, and a greater incidence of other chronic health conditions.

It's serves as a reminder that the implications of not providing meaningful work extend beyond the office and affect your people’s physical and mental wellbeing.

This connection to societal impact isn't just some fluffy concept; it's critical for employee engagement. Knowing that their work benefits society can be a massive motivator for employees. It gives a sense of purpose that an extra holiday day or a free gym membership just can't match.

So what?

Why should companies care? Well, if isn’t clear yet, focusing on meaningful work can be the difference between someone who's just clocking in and out and someone who's a brand ambassador even when they're off the clock. It makes attraction of the right people for your business far easier and keeps your best people from walking out the door.

So if you're building your EVP from scratch or giving it a much needed revamp then make sure 'meaningful work' isn't just a box you tick but the foundation you build on. Your employees will thank you and you might just find your own work a bit more meaningful, too.

If you've enjoyed this edition of The Job Journal please feel free to like, comment or share with anyone you think would benefit from reading it and remember you can now listen to my podcast 'JobsWorth' via the link below ????

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