Despite current global economic uncertainty, geopolitical disruption and slowed hiring, competition for critical talent remains fierce. Research by the Institute for Corporate Productivity (i4cp) shows that traditional compensation-centric employee value propositions are inadequate in today’s environment.
High-performance organizations differentiate themselves by continuously examining their EVP, incorporating elements that serve not only to attract candidates but also to retain top performers. These individuals expect an evolving employment experience that aligns with their life stage and career aspirations.
i4cp’s research highlights that one of the most important aspects of any EVP is its dynamic nature—evolving in real time to meet the changing needs of both the organization and the talent it seeks to attract and retain.
In this context, AI presents both a unique opportunity and a challenge.
Years of quantitative and qualitative research reveal that employees continue to prioritize flexibility, purpose-driven work, competitive and transparent compensation, and meaningful growth opportunities. Providing the tools and technology that enable workers to perform at their best is essential, meaning that today’s candidates are likely to evaluate prospective employers based on their AI adoption and maturity.
See also: UKG’s people leader: Employee value prop is the key to strong retention
Many organizations are moving slowly on scaling AI
A recent i4cp survey found that only 21% of respondents from larger companies (those with workforces of over 1,000 people) reported that clearly communicating the organization’s vision for AI usage is a current strength.
Another i4cp survey of 151 C-level and senior executives (report publication in December 2025) found that only 25% described their organization’s generative AI adoption status as operationalizing/scaling applications across the enterprise. Most (58%) reported that their organizations are still in the experimentation stage, using one or more gen AI-enabled platforms or models and assessing outcomes to identify best uses; 14% stated their organizations are still experimenting, researching potential models and applications for gen AI.
It is reasonable to assume that companies genuinely scaling AI may be more attractive to candidates. Key talent is looking for a coherent AI strategy and clear opportunities to develop AI skills.
How can organizations communicate that they are moving beyond dabbling in AI to strategically maturing in how AI enhances employee experience?
Integrating AI into EVP: Good, better, best
Communicating an organization’s AI vision and adoption maturity starts with a clear understanding of current enterprise-wide practices and future goals. This can be as straightforward as conducting an audit of:
- whether and how job descriptions mention the use of AI in the role and the organization;
- the training and development opportunities related to AI; and
- whether job seekers experience a tech-enabled, seamless hiring process that includes onboarding and beyond.
The table below illustrates i4cp’s maturity framework for AI adoption in the context of talent attraction and employee value proposition.
Recommendations for recruiters and hiring managers
Organizations emphasizing an AI-forward culture are likely incorporating some of these points in their hiring conversations:
- Discuss how the organization is integrating AI is being into the business (i.e., not limited to use for market research, etc.).
- Provide examples of AI applications within products or services, demonstrating real-world impact and how AI adoption drives business value.
- Emphasize the organization’s investment in AI infrastructure, such as machine learning platforms, model deployment, data pipelines and optimization tools, signaling a commitment to long-term scaling.
- Explain how the company is using AI, particularly regarding ethics, fairness and accountability, to build trust with candidates.
- Highlight the robust data strategy the organization has in place, including how approaches to data privacy and security.
Recommendations for building an AI-forward employer brand
- Highlight AI projects and use cases in employer branding messaging.
- Make AI capabilities a prominent part of the organization’s public image to signal innovation.
- Position the organization as an AI-first workplace, where cutting-edge AI defines the brand.
- Build a cross-functional AI team that includes data engineers, software engineers, product managers, and designers working collaboratively to scale AI efforts and showcase the team and their work on the career portal.
- Communicate efforts to attract top-tier AI talent, including collaborations with universities, recruitment at AI conferences, investments in research and development, strategic partnerships and collaborations with other AI-focused organizations.
Recommendations for total rewards
- Create incentives for AI learning, innovation and other contributions, such as bonuses or recognition programs.
- Design dynamic compensation models that reflect AI skill levels and impact.
Recommendations for demonstrating a culture of AI innovation and skill development
- Communicate clear AI governance policies to reduce uncertainty.
- Involve employees in co-designing ethical AI use policies to ensure trust and transparency.
- Promote a culture of AI co-creation, where teams are engaged in shaping AI’s role across the enterprise.
- Foster a bottom-up innovation culture through AI experimentation hubs.
- Move beyond optional AI training to building structured learning paths and internal certifications.
- Embed personalized AI learning journeys into employee roles, using AI to tailor development plans.
- Offer training programs and internal workshops that allow employees to grow their AI skills and knowledge, showcasing a commitment to ongoing learning and development.
- Break down silos and build AI-focused career tracks across multiple departments.
- Offer a cross-functional AI career lattice with transparent internal mobility and progression opportunities.
- Redesign workflows to actively integrate AI tools, moving beyond basic productivity add-ons.
- Ensure that AI is embedded into job architecture, guiding role evolution and future skills planning.
- Transition from basic tools to integrated AI solutions across departments.
- Provide a seamless, enterprise-wide AI suite that employees can personalize for their work.
Attracting talent with authenticity, clarity and AI
Organizations with clear, meaningful and differentiated employee value propositions will consistently experience stronger talent attraction, higher engagement and reduced turnover.
A compelling EVP that serves as a central pillar aligning talent strategy with workforce expectations is a genuinely lived brand. It is not merely a collection of slogans or aspirational taglines.
In distributed, AI-augmented workplaces, EVP is less about “what we offer” and more about “how we enable employees to thrive.” Organizations that embed clear, compelling AI messaging into their talent practices are positioned to attract the best talent and achieve sustained higher performance.
