United Kingdom

Communicating Employee Value Propositions is increasing along with engagement, says Aon’s UK Benefits & Trends Survey

  • More employers are communicating their Employee Value Proposition (EVP), or overall employee experience, to staff (+9%)
  • This has led to an increase in improvements to employee engagement (+12%), retention (+13%) and recruitment (+8%)
  • Employee engagement remains the top objective for employee benefits strategies, reinforcing the value of communication.


LONDON (30 January 2020) – New research from Aon, a leading global professional services firm providing a broad range of risk, retirement and health solutions (NYSE: AON), shows that although the number of employers who have, or are working towards, an Employee Value Proposition remain similar (76%), there has been a significant increase in the number that now communicate it to staff. Aon’s UK Benefits & Trends 2020 Survey shows that of the employers that have an employee value proposition (EVP), 77% now explain it to employees, an increase of 9% from last year.

Alongside this, the report also shows an increase in companies that say their EVP has a positive impact on employee engagement (up from 65% to 77%), retention (up from 63% to 76%) and recruitment (up from 70% to 78%).

Jeff Fox, principal at Aon, explained:

“The concept of an EVP is becoming the new normal and many more employers are developing clear branding and messaging around the whole ‘employee experience’. Employee benefits are just a part of that overall experience so developing a joined-up approach with values, culture, policies and benefits is vital in creating a successful EVP.

“This is of critical importance as we witness employees’ expectations of the workplace changing rapidly, with employers responding accordingly to recruit and retain the best talent. People are becoming more aware and selective about the type of organisation they want to work for, especially in a near full-employment economy. Within a few generations, the workplace has moved from a ‘job for life’ to ‘fulfil my needs and make my life easier’ which impacts employer actions, not least helping employees to feel present, focused and productive. The benefits package, wider EVP and supporting communications ultimately need to be focused on that objective.”

It’s a topic especially important for employers to consider at this time of year as, according to Glassdoor research, January is a peak time for job seeking in the UK, with 17% more job applications than at other times in the year. This is so even though employers are slower to promote their openings, with 8% fewer job openings posted than in typical months1.”

In terms of their benefits strategies, 91% of employers had employee engagement as one of their top five most important objectives. This was followed by retention (71%) and employee choice (62%). However, just 6% of employers say that they are very successful in meeting benefits strategy objectives, although 58% feel they are somewhat successful.

Jeff Fox summarised:

“On the face of it, success rates probably boil down to understanding employee needs and effective communications through relevant channels. Employers need to ensure they fully understand the diverse needs of employees, in order to educate them and make it as easy as possible for them to access what they need - as and when they need it.”

More info on Aon’s Benefits & Trends 2020 Survey



About Aon

Aon plc (NYSE:AON) is a leading global professional services firm providing a broad range of risk, retirement and health solutions. Our 50,000 colleagues in 120 countries empower results for clients by using proprietary data and analytics to deliver insights that reduce volatility and improve performance.

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