Copyright Fast Company
BY Martha Marchesi Employee expectations are changing more rapidly in the last few years than they have in previous decades. And in this era of near-constant evolution, you can’t afford to let your employer brand stay static. Instead, it’s time to embrace the agile employer brand: A living, breathing representation of your workplace that’s continuously shaped—and reshaped—by the changing needs, priorities, and ambitions of your people. Here are six forces influencing employee expectations today: Flexibility as the default. Flexible work is no longer a fringe benefit; it’s an expectation. In a January study by the Pew Research Center, nearly half of people surveyed said they would consider finding a new job in the face of full-time in-office mandates. Purpose with proof. Employees increasingly expect employers to match purpose with tangible action—not just marketing slogans. The number of people who care about their employer’s sustainability continues to climb, as does the percentage of people who feel increased loyalty when they can contribute to their company’s social and environmental goals. Continuous growth. The core definition of career advancement now includes skill-building, mentorship, and internal mobility. The World Economic Forum predicts that by 2028 almost half (44%) of worker skills will be disrupted—and 58% of workers say that having development opportunities would impact their decision to switch jobs. Holistic well-being. Mental health support, realistic workloads, and a culture that values people over output are now non-negotiable. Ninety-two percent of workers say it’s important for their company to support their emotional and mental health—while better work-life balance and personal well-being are the top reason people are currently searching for a new job. Inclusive cultures. Employees want to feel like they belong, that their perspectives are valued, and that they have equal access to opportunities. And it’s not just about having a diverse workforce: Randstad’s 2025 Workmonitor Report found that 8 in 10 professionals look for a sense of belonging and community when choosing an employer. Seamless digital experiences. Employees increasingly expect a seamless and intuitive digital experience at work, mirroring the user-friendly technology they use in their personal lives. Access to efficient tools, personalized experiences, and a supportive digital environment increase productivity—while negative experiences with workplace technology impact mood and morale. It’s not a phase. These forces will continue to shift as the social and technological landscapes evolve at a rapid rate—and your employer brand must keep up. BE AGILE AND AUTHENTIC An agile employer brand is anticipatory—evolving constantly and intentionally—but never losing sight of its core identity. Think of it like a great jazz musician, improvising in the moment but always staying in tune with the melody. Subscribe to the Daily newsletter.Fast Company's trending stories delivered to you every day advertisement The question becomes: How do you adapt to the ever-changing talent landscape without losing who you are as an employer in the process? Treat your employee value proposition (EVP) like a living narrative. Frame your EVP as a core promise supported by evolving proof points. Your promise is the timeless anchor that reflects your culture, mission, and values. The proof points are regularly updated examples, initiatives, and benefits that demonstrate how you’re delivering on that promise today. Start with a flexible foundation. Build a modular messaging framework centered on key themes that you can express through campaigns that meet the changing times. This creates a consistent and reliable narrative thread that gives you the flexibility to adapt without destabilizing your overall narrative. Leverage internal perspectives. Learning what your people want and need, and how they’d express the value the company delivers can help you understand what truly resonates with talent—which you can use as a north star when adjusting your brand narrative or updating your EVP. Assess and update at regular intervals. Check your messaging against internal listening and any changes to external factors (technology, social changes, etc.) every six months to assess what adjustments may be needed.Insights feed into small, incremental updates—new campaign angles, refreshed job descriptions, updated benefits language—so your brand reflects reality in near real time. Integrate flexibility into your visual identity. Employer brand design systems can be built like a kit of interchangeable parts rather than rigid templates, with multiple approved color combinations, layout variations for quick adaptation to new platforms, and visual motifs that can evolve by theme. This helps you pivot without breaking consistency. FINAL THOUGHTS If you want an employer brand that’s future-proof and meets your people where they are, you have to stop treating updates as long-term, special initiatives and start making them part of your operating rhythm. The more you build change into the everyday, the more your employer brand will evolve naturally—staying relevant, resonant, and ready for whatever comes next. Martha Marchesi is the CEO at JK Design. The early-rate deadline for Fast Company’s World Changing Ideas Awards is Friday, November 14, at 11:59 p.m. PT. Apply today. ABOUT THE AUTHOR As CEO, Martha is responsible for guiding the agency's strategic vision and overseeing the day-to-day operations. Her mission: to attract and retain the industry's best talent, create a positive and powerful culture that fuels innovative, out-of-the box thinking, and deliver solutions that impact clients' brands, businesses and bottom lines More
