Whenever a new person joins EBA, they get gifted a box.

Not just any box. Picture a sturdy, midnight blue box the size of a doormat, stuffed to the brim with swag. Open it, and an avalanche of crisp t-shirts unfolds like welcome banners. A notebook beckons your next big idea. A pen for doodling, a water bottle for hydrating, a cap for… looking cool. And beneath all those goodies lies buried treasure: a gleaming, golden Toblerone bar.

We hear time and time again how much the team loves this box. And the chocolatey treat is its pièce de résistance. Whenever we hire for a new role, we go so far as to list chocolate in our job ads: “You’ll bring [experience tailored depending on role]. We’ll bring true flexibility, supportive managers, kindness on tap... and chocolate. So much chocolate.”

But, here's the thing. That Toblerone bar? It's just a taster of what you can expect of the true EBA experience. Because genuine support, thoughtful check-ins and space to be yourself aren’t things we can pack in a box. Yet, they promise the same rush of endorphins you get after taking your first bite of chocolate, remaining long after the last triangle has melted in your mouth.

All this talk about Toblerone makes me think of another pyramid-shaped thing - Maslow’s Hierarchy of Needs.

The stepping stones to full potential

If you’re unfamiliar with Maslow’s work, his pyramid represents human needs - all interrelated, but individual. That is, you cannot strive for higher-level needs without first ticking off the base-level stuff.

Think about the functional elements of your EVP (things like pay, benefits and job security) as an employee’s “basic” needs. These form an essential foundation, the baseline that needs to be met for employees to feel secure at work. But they’re also something your competitors can easily match or exceed.

Satisfaction, on the other hand, is a different story. Daniel H Pink’s Drive: The Surprising Truth About What Motivates Us draws on over 40 years of scientific research into human motivation to conclude that autonomy, mastery and purpose are the true secrets to high performance and job satisfaction. These undoubtedly sit at the top of Maslow’s pyramid, within our psychological and self-fulfilment needs.

Taking your EVP to the next level

If you can build a culture where your employees can make meaningful contributions, nurture positive relationships and feel genuine engagement with their work, you’re tapping into those high-level human needs of purpose, belonging and self-actualisation. Critically, you’re also creating a stronger connection with your employees that’s much harder for your competitors to replicate.

Both functional and emotional elements are deeply interconnected in creating a competitive EVP. So, rather than seeing it as an either/or choice, switch your mindset to Maslow’s hierarchy. Take a look at the pyramid and ask yourself how your organisation ticks off each level - whether through decent pay and discounted gym memberships or through the deep cultural connections that form when people truly belong and feel seen, supported and significant.

And here’s the thing - the social and emotional elements of your EVP? They’re already there. You don’t have to work hard to build them. In fact, if you ask your people, it’ll probably be their first response.

“My team is amazing. We work well together and have a lot of fun.”

“Knowing I'm doing my part to impact people fills me with so much pride.”

“I feel a sense of freedom. I'm trusted to make my own choices without being micromanaged.”

The trick is to understand these elements, articulate them and show how this is experienced in your unique context.

So, yes, remuneration is essential, and other functional benefits sweeten the deal. But connection, collaboration and purpose? Those are the elements that take us to the top of the pyramid.

Haven’t nailed the soft stuff yet? Don’t worry - every organisation is a work in progress. Some of our past blog posts might be a great starting point for you. Otherwise, drop us a line and we’ll do all the hard work for you!

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