Why Associations Need to Rethink Their EVP in 2025

Why is a solid EVP so important for associations?

A good Employer Value Proposition (EVP) is absolutely essential in 2025. Especially when 83% of job seekers research company reviews online before deciding whether to apply for a job!

If you still think employer branding only matters to big corporates, think again.

The membership sector – whether associations, trade bodies, professional organisations, institutes or foundations - are facing the same talent pressures as everyone else. Pay expectations are rising, burnout is high, and people want more than just a steady job.

And that’s the point. It’s no longer enough to rely on purpose or mission to do the heavy lifting. People want to know what it feels like to work somewhere. What it pays. How leadership shows up. Whether they’ll be supported...or left to sink when deadlines pile up.

A good Employer Value Proposition (EVP) is absolutely essential in 2025. Especially when 83% of job seekers research company reviews online before deciding whether to apply for a job! If associations want to attract great people (and keep them) then culture, clarity and credibility have to come before the job ad even goes live.

Associations aren’t immune to market pressures

There’s a long-standing assumption in parts of the membership sector that “doing good” somehow makes it easier to hire. But in reality, associations - particularly those with smaller teams and lean budgets - are being hit just as hard as other industries when it comes to staff burnout, recruitment delays, and rising salary competition.

In Universum’s 2025 report, talent leaders across sectors reported that attracting qualified candidates is now their biggest challenge. And it’s not just about filling vacancies. It's about retaining people who are already there, because in small or mid-sized associations, one resignation can throw entire programmes off course.

The workforce issue isn’t just a staffing problem, it impacts everything:

Member satisfaction

Delivery of training, events, and services

Organisational stability

When your staff are overworked or constantly turning over, members feel it. Sometimes more quickly than leadership does!

Your EVP might be out of date (or doesn’t even exist yet)

It’s true that many associations have never properly defined their Employer Value Proposition. In fact, research shows that only around 30% of organisations have a formalised EVP. And of those that do, plenty haven’t revisited it since the days when remote work was still a novelty!

But as ever, candidate expectations have moved on - quickly and dramatically. An EVP from even five years ago probably doesn’t reflect the reality of today’s workforce.

People are asking different questions now. According to LinkedIn’s latest Talent Drivers survey, the top five things candidates care about when considering a job are:

Compensation (63%)

Work-life balance (49%)

Flexibility in when and where they work (44%)

Job security (34%)

Career advancement (33%)

It’s a clear message: people want roles that fit their lives, not the other way around. So for associations, this is a reminder that candidates are looking for more than a mission. They want decent pay, flexibility that actually works in practice, and clear paths for growth.

If your EVP doesn’t speak to those priorities (or worse, if you’ve never clearly defined what you offer as an employer) it’s going to show up in your recruitment outcomes. An EVP that doesn’t reflect current expectations won’t attract the people you need.

And it also won’t give your current staff a compelling reason to stay.

Why a great EVP is so important for retention

Recruitment may be the urgent pain point, but retention is where the real cost lies. As you’ll know, when staff leave, it’s not just about filling a vacancy. You lose knowledge, relationships, consistency, and sometimes, member confidence too.

That’s why a meaningful EVP has to go beyond surface-level perks. It’s about trust, clarity, and whether people feel like they’re growing, or just grinding.

Research says employees who feel their employer supports work–life balance are 3.7x more likely to be happy at work, and far less likely to leave. Yet some associations still rely on goodwill and vague flexibility rather than structured support. And staff are noticing.

If your EVP doesn’t reflect what people actually experience day to day, it won’t hold water. Especially in tight-knit teams, where one person’s burnout or disengagement can drag morale across the board.

So ask yourself honestly:

Do staff know what progression looks like here?

Are wellbeing conversations happening...or quietly avoided?

Are leaders visible and supportive...or stretched and reactive?

The answers shape culture, not policy documents. And they’re what determine whether your EVP becomes something people believe in, or a forgotten section on your careers page.

How do you (re)build your EVP?

A good EVP isn’t just a sentence, and it’s also not a campaign strapline. And it definitely shouldn’t be something cooked up in a leadership away day and forgotten by the following Monday.

Your EVP is the clearest possible answer to the question:
“Why should someone choose to work here - and choose to stay?”

It’s built on what you offer, what you expect, and what people experience. And to be meaningful, it has to come from listening to your people, not just writing about them.

Here’s where to start:

Talk to your staff. What keeps them here? What makes them want to leave? Don’t guess, just ask. Exit interviews, pulse surveys, informal chats all help.

Be honest about your culture. Not the idealised version, the real one. If you're a small team that works hard but supports each other, say that. If pay is modest but flexibility is generous, be upfront.

Get clear on what you can offer. Career development? True flexibility? A culture of trust and autonomy? Pin it down and make sure it’s consistent across teams.

Sense check your promises. If your EVP says “we value wellbeing” but your team regularly works late to plug gaps, that disconnect will show. Especially in smaller organisations where word travels fast.

Write it in plain English. No fluff. No filler. Just a clear, human message that helps people picture themselves working with you.

And once you’ve defined it, you need to live it. From job ads to interviews, onboarding to internal comms, your EVP should be visible and felt. Otherwise, it’s just marketing.

Final thoughts

At Membership Bespoke, we’re the leading global recruitment firm that works exclusively with associations and membership organisations. From policy roles and senior leadership to membership, marcomms and events, we understand the pressures you’re under, and the kind of people who thrive in this sector.

If you're rethinking your EVP, planning for growth, or simply struggling to attract the right talent, we can help you build a team that actually reflects your values.