The modern workplace has changed dramatically in South Africa over the past few years. Earning and keeping the leading talents is not only a question of offering competitive salaries; it is about making employees willing to come and grow, in which sense the Employee Value Proposition or EVP becomes essential. But how does that work for companies now?
Therina Labuschagne, a leading figure in Sales Development and Implementation for Employee Wellness at Virgin Active, offers a unique perspective on why EVPs are crucial and how they are shaping the future of work in South Africa.
Membership options to suit your business needs
What Is an Employee Value Proposition?
An EVP is essentially a company’s pitch to its employees. Think of it as the package deal that makes people want to join and stay with your business. This isn’t limited to financial perks but includes everything from wellness programs and career growth opportunities to a sense of purpose and belonging.
Virgin Active has tapped into the power of EVPs by offering wellness solutions that cater to employees’ holistic health needs. Their corporate wellness programme allows companies to provide gym memberships and wellness services at scale, particularly valuable in workplaces where employees are supported with partial or complete funding.
The story of a medium-sized Cape Town tech firm is a testament to the transformative power of an EVP. By partnering with Virgin Active to implement corporate wellness memberships, the company saw a significant shift in employee well-being and engagement.
Why Every Business Needs an EVP
The pandemic brought a sharp focus on health, and South Africans are more health-conscious than ever. A recent report suggests that 73% of people consider health and wellness an integral part of their lives.
For companies, this is both a threat and an opportunity. Employees now want to work in companies that offer them the flexibility of working hours, mental health support, fitness programmes, etc. Failing to provide these can make even the most stable organisations struggle with turnover.
Virgin Active’s employee wellness programmes directly addresses this need, providing tailored exercise and health solutions that employees value. It’s more than just a gym membership; it signals to employees that their health matters.
The Six Pillars of a Strong EVP
Wellness encompasses more than regular workouts or enjoying a bowl of salad. It is almost all-inclusive. This is also apparent in Virgin Active’s EVP framework, which is based on six core pillars: better health, better fitness, better nutrition, better appearance, better mindfulness, and better sleep. These pillars ensure a comprehensive approach to employee well-being.
Although these pillars are straightforward, their significance is great. For example, Durban-based logistics firm implemented wellness initiatives targeting sleep hygiene and significantly reduced late deliveries caused by fatigue.
The Business Case for Investing in EVPs
An EVP isn’t just a feel-good initiative—It’s about forming a strategy that always generates returns. Valued employees become more productive, custodial, and inclined to engage. For Virgin Active, corporate wellness programmes are a win-win. They help companies recruit and keep staff and develop dedicated customers who consider various health programs worth the expense. It is a comforting reminder of the business case that can be appreciated in putting employees first.
If your business is ready to take its EVP to the next level, there’s no better time to start than now. Virgin Active offers tailored solutions to help South African companies prioritise employee wellness, boosting morale and performance.
Your employees deserve a workplace that values their well-being, and your company deserves the productivity and loyalty it brings. When you focus on employee well-being, you are not only making good for your employees but rather setting up your company for the long run.
Reach out to Virgin Active and find out how our wellness programmes for companies can change your employees and your business.