How Large Employers Can Build a Socially Conscious EVP That Attracts Talent

Alice Wright, GoodPAYE

Work has changed, and so have employee expectations.

Employees now want more than a salary and a set of standard perks.

They’re looking for meaning.

They want to work for employers who care about people, planet and purpose… and who back that up with action, not just words.

*For HR teams in large organisations, this is a golden opportunity*

It’s actually quite straightforward to build a socially conscious employee value proposition (EVP) that doesn’t break the bank or create admin headaches.

HR pros that make smart, purposeful changes can build a workplace culture hard to walk away from and even harder to turn down.

Quick Wins for Overstretched HR Teams

This guide explores how HR teams can embed social responsibility into their benefits strategy with little budget or time, in ways that:

• Attract and retain top talent
• Support ESG and culture goals
• Show leadership and make HR a driver of impact

Employees Want More Than Money

Your EVP is the shop window for your organisation.

In the past, high salaries and flashy perks filled the shelves. But today, young talent is looking deeper. They want to know what you stand for, how you support communities, and whether your workplace reflects their values.

According to REBA, 71% of global HR and reward leaders plan to increase their benefits investment this year, but the smartest teams are thinking beyond perks and ping-pong tables.

Purpose-Led Benefits Give You an Edge Over Other Employers

Purpose-led benefits are about more than good intentions. They:

• Ensure you stand out in a crowded talent market
• Boost employee satisfaction and engagement
• Strengthen your ESG story with initiatives people actually engage with
• Give HR teams something to sing from the rooftops about, without huge investment

A small shift in the benefits you offer delivers a big message.

Stand Out With Awards, Accreditation and Employer Branding

The positive impact of a benefits re-focus doesn’t stop inside your business.

Many of the most prestigious employer recognition schemes – such as the Sunday Times Best Places to Work, Great Place to Work, and B Corp Certification – actively assess criteria linked to social responsibility, purpose-led benefits and employee wellbeing.

These accolades are powerful public proof points that show you walk the talk.

Future employees look for these badges of honour when choosing where to work, and the right blend of benefits can help you earn them.

To become a certified B Corp, for example, companies must achieve a B Impact Assessment score of 80 or more (which is well above the global average of around 50). This assessment reviews everything from governance and environmental impact to how you support employees and community wellbeing.

Top Talent Is Hard to Find (Unless You Stand For Something)

In 2025, many large employers are reporting difficulty filling roles with top-quality candidates, despite high application volumes.

Younger job seekers are now more selective in their search. They look for alignment with their personal values. They prioritise organisations that demonstrate genuine commitment to social and environmental responsibility.

The right benefits not only strengthen your EVP, they also help you compete for the talent that drives long-term success.

5 Ways to Build a More Socially Conscious EVP (Without Breaking the Bank)

Here are five high-impact, low-effort ways to turn your EVP into a magnet for purpose-driven professionals:

1. Make Giving Back Easy

Payroll Giving is one of the most underused but most impactful benefits in the HR toolkit.

It allows employees to donate to causes they care about directly from their salary, before tax.

• It’s free to offer
• Takes minutes to set up
• Requires minimal admin
• Boosts your ESG credentials overnight

And only 30% of employers in the UK offer this no-brainer benefit!

For context, in the U.S around 70% of employers offer Payroll Giving, so it really is an easy win to help UK employers stand out.

Speedy Services introduced Payroll Giving through GoodPAYE as part of their ESG framework. Their workforce signed up to donate directly from their pay – boosting staff pride and enhancing their social impact reporting with no added HR workload.

Read the case study ›

Why it works for HR:

1. Demonstrates ESG in action
2. Appeals to values-driven recruits
3. Delivers impact with no added pressure on the team

2. Support Sustainable Living

Most employees want to reduce their environmental impact – so why not make it easier for them by offering:

• Cycle-to-work schemes and EV salary sacrifice
• Public transport subsidies
• Green commuting challenges

Lloyds Banking Group introduced a fully electric vehicle salary sacrifice scheme, giving employees access to low-emission cars at a lower cost – supporting their net zero ambitions and employee wellbeing at the same time.

Why it works for HR:

1. Combines wellbeing and sustainability goals
2. Easy to implement via existing frameworks
3. Reinforces environmental values internally and externally

3. Offer Ethical Financial Wellbeing Tools

Money worries are one of the biggest causes of employee stress. Offering support is a win-win for productivity and wellbeing, so consider offering:

• Ethical savings platforms
• Payroll-linked loans or credit unions
• Budgeting tools and financial education

Aviva partners with Salary Finance to provide affordable loans and savings through payroll, helping employees avoid high-interest debt while building resilience.

Why it works for HR:

1. Tackles financial stress head-on
2. Promotes inclusive, responsible financial support
3. Enhances your reputation as a caring employer

4. Prioritise Mental Health & Community Connection

Mental health matters, and so does community. You can empower employees to support both through:

• Paid volunteering days
• Mental health days
• Counselling services

Why it works for HR:

1. Supports mental and emotional wellbeing
2. Connects people to wider purpose
3. Creates community inside and outside the business

5. Add Purpose to Learning & Development

Help employees grow not just in their role, but also in a way that contributes positively to the world, through schemes like:

• L&D programmes based on sustainability, DEI, and social impact
• Skills-based volunteering and community mentoring

Unilever integrates sustainability and social impact into its leadership training, preparing future leaders to think beyond profit.

Why it works for HR:

1. Builds a future-ready workforce
2. Makes development meaningful and values-led
3. Aligns learning with your ESG goals

Culture is the New Currency

EVPs that focus only on salary and perks are like old-school job ads promising “fast-paced environments” and “team players”. They’re easy to scroll past.

But socially conscious EVPs?

They make people stop and think: “Now that’s an employer I’d be proud to work for alongside.”

With just a few simple, strategic changes, HR teams can:

• Build a workplace that stands for something
• Deliver on ESG without incurring extra departmental pressure
• Attract and keep hold of brilliant, values-driven people
• Gain recognition through awards and certifications that reinforce your reputation

A socially conscious EVP is more than a feel-good initiative; it’s a talent magnet, a culture builder, and a powerful brand asset. Get it right, and you won’t just meet ESG goals, you’ll become the kind of employer people actively seek out, talk about and stay loyal to.