Recruiters, talent managers, and people & culture leads are in the market every day, trying to secure the next superstar for their business or clients. And here’s the reality: employees want more than a perk-heavy EVP. They’re looking for stability, flexibility, and an environment they can actually stay in.

Don’t get me wrong, I back EVPs. I even help companies design them. But an EVP is only as strong as how well it matches real life. Take parental leave. I spoke with a candidate whose company offered 24 weeks for both parents. That single policy was enough to retain them. Why? Because it matched where they were in life, planning a family. That was the dealbreaker.

Not every business can offer something like that, and that’s fine. The point is: people don’t care about generic perks; they care about what actually matters to them.

And here’s the kicker, you can’t satisfy everyone. That’s where alignment comes in. Beliefs, culture, values. The word “culture” gets thrown around a lot, but here’s the truth: most companies sound the same when they talk about it.

So, what separates one workplace from another? It’s not the Friday lunches. It’s:

• Do you let parents handle school pick-ups instead of chaining them to 8–5?

• Would you trial a four-day work week?

• Do you support return-to-work parents or push them aside?

• How do you actually develop careers? Even in a small company, who mentors the younger employees?

These are the questions that matter. The answers define whether someone chooses you or walks.

If you’re a business owner, P&C manager, or talent lead wondering how to attract people in this talent-short market, reach out. Happy to show you what works and what doesn’t.