Why a Strong Employee Value Proposition is Essential for Local Government Recruitment and Retention

In an era of increasing competition for talent, constrained budgets, and rising public expectations, local government faces a unique challenge: how to attract and retain skilled, motivated employees who can deliver high-quality public services. One of the most powerful tools at your disposal is a well-crafted Employee Value Proposition (EVP).

This blog post explores what an EVP is, why it matters, and how HR professionals in local government can develop one that resonates with current and prospective employees.

What is an Employee Value Proposition (EVP)?

An EVP is the set of offerings, associations, and values that an employer provides in exchange for the skills, capabilities, and experiences an employee brings to the organisation. It’s not just about pay and benefits, it encompasses culture, career development, work-life balance, purpose, and more.

Think of your EVP as your organisation’s “people brand.” It answers the question: Why should someone choose to work here, and stay here, rather than somewhere else?

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Why EVPs Matter in Local Government

1. Recruitment in a Competitive Market

Local government is no longer competing just with other councils. The private sector, central government, charities, and even international organisations are vying for the same talent, especially in areas like digital, finance, planning, and transformation.

A compelling EVP helps you stand out. It gives candidates a clear, attractive reason to choose your council over others.

2. Retention and Engagement

Retention is not just about keeping people, it's about keeping them engaged. A strong EVP aligns with employees’ values and aspirations, helping them feel connected to the organisation’s mission and motivated to contribute.

3. Cost Efficiency

High turnover is expensive. Recruitment, onboarding, and lost productivity all add up. A well-articulated EVP can reduce churn, saving money and preserving institutional knowledge.

4. Culture and Reputation

Your EVP shapes your internal culture and external reputation. It influences how employees talk about your organisation, how they behave, and how the public perceives your services.

What Makes a Great EVP in Local Government?

A great EVP is:

• Authentic – It reflects the real experience of working in your organisation.

• Differentiated – It highlights what makes your council unique.

• Relevant – It speaks to what your target talent pool actually values.

• Consistent – It’s embedded across recruitment, onboarding, performance management, and internal communications.

Let’s break down the key components.

1. Purpose and Impact

Local government offers something few sectors can: the chance to make a tangible difference in people’s lives. Whether it’s improving housing, protecting vulnerable children, or planning sustainable communities, the work has meaning.

Tip: Make this central to your EVP. Showcase real stories of impact. Help candidates see how their role contributes to the bigger picture.

2. Career Development and Progression

Many councils offer excellent training, secondments, and opportunities to move across departments. But this isn’t always visible to candidates.

Tip: Map out career pathways. Highlight internal mobility. Invest in leadership development and make it part of your EVP narrative.

3. Flexibility and Work-Life Balance

Post-pandemic, flexible working is no longer a perk, it’s an expectation. Local government has made strides here, but perceptions lag behind.

Tip: Be explicit about your flexible working offer. Include hybrid options, compressed hours, and family-friendly policies. Use employee testimonials to bring it to life.

4. Culture and Values

People want to work in organisations where they feel respected, included, and aligned with the values. Councils often have strong values, but they’re not always communicated well.

Tip: Define your cultural strengths. Are you collaborative? Innovative? Community-focused? Make these part of your EVP and back them up with examples.

5. Pay and Benefits

While councils may not always compete on salary, they often offer generous pensions, annual leave, and job security.

Tip: Don’t undersell this. Present your total reward package clearly. Consider using infographics or calculators to show the full value.

6. Diversity and Inclusion

A diverse workforce is more innovative, resilient, and reflective of the communities you serve. Candidates increasingly look for inclusive employers.

Tip: Highlight your D&I commitments. Share data, initiatives, and employee networks. Make inclusion part of your EVP, not an add-on.

Examples of Successful EVPs in Local Government

Warrington Borough Council

Faced with recruitment and retention challenges in their adult services department, Warrington Borough Council partnered with Reed Talent Solutions to develop a tailored EVP. They began by surveying staff and conducting workshops with senior leaders to understand the existing employee experience. The process led to the creation of value statements and a comprehensive report that defined the council’s EVP. This new proposition helped Warrington better communicate its strengths, such as emotional connection to the work and internal career development, and integrate these into recruitment and retention strategies.

Bexley Council

Bexley Council has focused on promoting the meaningful impact of roles like social work. By sharing personal stories, such as that of Sukholuhle Tshuma, a social worker in their Looked After Children Team, they’ve highlighted the long-term value and emotional fulfilment of public service. This storytelling approach has become a key part of their EVP, helping to attract candidates who are motivated by purpose and community impact.

Cross-Council Collaboration

Some councils have successfully collaborated to promote career opportunities and share best practices. By pooling resources and jointly marketing the benefits of working in local government, they’ve strengthened their collective EVP and widened their reach to potential candidates.

Tips for Measuring EVP Impact

Measuring the effectiveness of your EVP is essential to ensure it’s delivering value and guiding improvements. Here are practical ways to assess its impact:

1. Employee Surveys and Feedback

Regular surveys can help you gauge satisfaction with key EVP elements such as:

• Career development

• Compensation and benefits

• Wellness support

• Sense of belonging

• Meaningful work

These surveys should link satisfaction levels to outcomes like motivation, advocacy (willingness to recommend the organisation), and intention to stay [3].

2. Retention and Turnover Metrics

Track changes in turnover rates before and after EVP implementation. A declining turnover rate, especially in hard-to-fill roles, can indicate a more compelling EVP.

3. Recruitment Metrics

Monitor:

• Time-to-hire

• Quality of hire

• Number of applications per vacancy

• Offer acceptance rates

Improved figures suggest your EVP is resonating with candidates.

4. Internal Mobility and Career Progression

Measure how often employees move within the organisation. A strong EVP should encourage internal career development and reduce the need for external recruitment.

5. Advocacy and Employer Brand

Use tools like Glassdoor reviews, social media engagement, and employee referrals to assess how positively your organisation is perceived. High advocacy levels often correlate with a strong EVP.

6. Engagement and Productivity

Link EVP elements to engagement scores and performance metrics. For example, employees who feel their work is meaningful and their wellbeing is supported are more likely to be productive and committed.

7. Benchmarking and External Validation

Compare your EVP metrics with other councils or public sector organisations. External benchmarking can highlight areas for improvement and validate your strengths.

Key Statistics on EVP Impact

• Only 33% of employees say their organisation consistently delivers on the promises made in its EVP.

• Just 21% of employees feel their organisation communicates about its EVP enough.

• Employees who hear about their EVP through multiple channels are 24% more likely to believe their organisation delivers on its promises.

• At Defra, consolidating their EVP on the intranet and running “Employee Offer” roadshows led to significant increases in staff engagement scores.

• NHS England uses a career-stage EVP communication framework to target interventions more effectively and improve staff retention.

How to Develop Your EVP: A Step-by-Step Guide

Step 1: Listen to Your People

Start with internal research. Use surveys, focus groups, and exit interviews to understand what employees value, and what they don’t.

Ask:

• Why did you join?

• Why do you stay?

• What would make you leave?

• What do you tell others about working here?

Step 2: Define Your Unique Offer

Identify what sets your council apart. Is it your leadership style? Your community engagement? Your innovation in service delivery?

Avoid generic statements like “we’re a great place to work.” Be specific and evidence-based.

Step 3: Align with Strategy

Your EVP should support your organisational goals. If you’re focusing on digital transformation, highlight opportunities in tech. If community empowerment is key, emphasise frontline impact.

Step 4: Craft the Message

Create a clear, compelling EVP statement. This might be a paragraph or a few bullet points. It should be easy to understand and emotionally engaging.

Example:

“At [Council Name], you’ll help shape the future of our communities. We offer flexible working, career development, and a culture built on collaboration and respect. Join us and make a real difference.”

Step 5: Embed and Communicate

Your EVP should be visible across:

• Job adverts

• Careers pages

• Social media

• Onboarding materials

• Internal comms

• Leadership messaging

Train hiring managers and recruiters to use EVP language consistently.

Step 6: Review and Refresh

Your EVP isn’t static. Review it annually. Track metrics like retention, engagement, and application rates. Adjust based on feedback and changing priorities.

Common Pitfalls to Avoid

• Overpromising – If your EVP doesn’t match reality, trust erodes.

• Being too vague – Generic statements don’t inspire or differentiate.

• Ignoring internal audiences – Your EVP is for current staff too, not just candidates.

• Failing to measure impact – Without data, you can’t improve.

Conclusion: Your EVP is a Strategic Asset

In local government, where resources are tight and expectations are high, your EVP is more than a recruitment tool, it’s a strategic lever for performance, culture, and reputation.

By investing time and thought into crafting a compelling, authentic EVP, HR professionals can help their councils attract the right talent, retain experienced staff, and build a workforce that’s proud to serve.