The Power of Marginal Gains - Winning the Talent War one detail at a time

Did you know that 88% of job seekers consider a company’s employer brand when applying for a job? (Source)

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While salary and job title often dominate the conversation, it’s the marginal gains (the subtle, often overlooked elements of the EVP) that can tip the scales in your favour.

Your EVP encompasses everything from compensation and career development to culture, purpose, and work-life balance.

Most companies offer similar core benefits. So how can you stand out?

In recruitment, even minor enhancements to your EVP can collectively create a compelling case for candidates.

Examples of Marginal Gains That Matter

1. Flexibility Beyond Remote Working

Offering flexible/core hours, compressed workweeks, hybrid working, and things like holiday buy-back schemes can resonate deeply with candidates for many lifestyle reasons.

2. Transparent Career Pathways

Clear progression frameworks and internal mobility programmes show commitment to long-term growth.

3. Micro-Culture Signals

78% of candidates consider company culture before accepting a job offer. (Source)

Highlighting team rituals, leadership accessibility, or DEI initiatives can make your culture feel more authentic and inclusive.

4. Personalised Wellbeing Support

A focus on physical and mental wellbeing such as access to therapy or coaching services, healthcare schemes, subsidised gym membership and even on-site showers are increasingly valued (see our BetterYou Article for some great examples of this).

5. Purpose and Impact

Candidates want to know their work matters. Showcasing how roles contribute to broader societal or environmental goals can be a game-changer, especially for younger talent pools. Glassdoor notes that 69% of candidates would reject a job offer from a company with a poor employer brand, even if they were unemployed. (Source)

Why These Marginal Gains Swing Decisions

Candidates often compare offers that are similar in compensation and role. In these cases, the decision hinges on perceived alignment with personal values, lifestyle preferences, and long-term aspirations. Marginal gains help create emotional resonance and trust — two powerful drivers in decision-making.

Make Marginal Gains Visable

To leverage these effectively:

• Audit your EVP: Identify areas where small enhancements can be made; maybe you already have many positive factors in your EVP, but they just weren’t identified as such until now.
• Shout about them: when advertising a role, in internal communications, on your website careers page, and on company social media.
• Empower recruiters: Equip them with stories and examples that bring these marginal gains to life.
• Use data: Track which EVP elements influence offer acceptance and retention; ask existing employees using a survey or similar, continually monitor what isn’t working so that you can free up spend for the more effective aspects. Organisations with a strong EVP see a 28% reduction in turnover rates. (Source)

Conclusion

In recruitment, the difference between a “yes” and a “no” often lies in the details. By embracing the philosophy of marginal gains within your EVP, you not only differentiate your brand but also build a more human, responsive, and attractive workplace. In a world where talent has choices, it’s the small things that can make the biggest impact.

For a copy of our full EVP Insights, contact Lucy Miles.