Driving Clarity and Focus Through Your Employee Value Proposition

BY Jessica Swenson | June 13, 2025

“What we’ve heard from our employee base is that they’re tired, that this uncertainty wears on them, that they look for answers and stability from us in times of change,” said Becca Hagen, head of human resources for Securian Financial. “For me, that’s  an entry point into a different type of conversation. I see this as a great opportunity [to] step in and provide that calm in the storm; to answer those questions and give people something to hold onto.”

Today’s political, economic, and social uncertainty can put undue stress on employees, causing engagement issues and creating the need for a greater sense of stability in the workplace.Tools like engagement surveys help employers understand needs, offer clarity, and create a more stable, high-performing workplace.

Securian Financial’s global metrics reinforce this engagement trend—the company recently reached an all-time low engagement rate of 21% across its 5,500 employees, Hagen shared during a fireside chat at From Day One’s Minneapolis conference. During the session moderated by Megan Thompson, special correspondent at PBS News Hour, Hagen discussed how they are addressing this. 

Securian leaders, including Hagen, set out to craft a new employee value proposition (EVP). A clear EVP can refresh a company’s internal brand and revitalize employee sentiment while providing shared language to help hold the company to its commitments. By collaborating with hundreds of employees through surveys, workshops, and other feedback loops, Hagen and team discovered “what brought people to Securian and what keeps them at Securian.” 

Megan Thompson, special correspondent  at PBS News Hour, left, spoke with Becca Hagen, head of  HR at Securian Financial              

Blending these internal insights with external research, they used an iterative process to create an authentic tagline that represents and informs their broader value proposition framework: Careers with Enduring Impact.

To embrace the company’s legacy and purpose while holding space for new elements preparing it for its next chapter, she says, Securian created three pillars to support this new banner statement: Make a Difference, Grow and Thrive, and Succeed Together.

The first pillar acknowledges the impact their work has on people’s lives and their commitment to their local communities. The company’s track record of volunteering and giving back to the community is a part of their organizational DNA and is very meaningful to employees, says Hagen.

Pillar two addresses the personal and professional growth integrated into any career trajectory. It is important to recognize not only what the company offers in the realm of upskilling and professional experience, but to also support employee well-being outside of the workplace. Pillar three celebrates being a vital part of a high-performing team whose members support each other to do their best work.

To ensure the integration and long-term employee engagement with this new EVP framework, Securian is investing in the development of people leaders and facilitating their personal adoption of the initiative. Through an authentic connection with the EVP and clarity around expectations, leaders will be positioned to champion the employee rollout and more effectively embed it into daily life at Securian, says Hagen, which is certain to elevate the employee experience and boost performance. “This can’t just be words on a page. This is how we aspire to show up each and every day.” she said.

Hagen shared that it is by design that different people are resonating with different parts of the program. “We’re not going to be all things to all people, but we do believe that there’s something in it for everyone, and that it will restore that excitement, that belief, that hope in the future.”

Another way the company is offering employees a sense of stability and clarity is with an enterprise-wide artificial intelligence (AI) readiness and digital literacy training initiative. The goal is for 100% of associates to have a baseline AI proficiency, preparing them not only for Securian’s current AI-integrated workstreams, but for future expansion. “The team has responded incredibly well because I think they feel like now they’re part of the journey. The fear of AI has melted away a little bit because it’s been replaced with curiosity and a feeling of investment,” she said. 

Knowing that discomfort with uncertainty is driven by a lack of control or answers, Hagen and team hope that this new framework will empower employees by providing a decision-making framework and reducing ambiguity about Securian’s values. “By giving clarity and the opportunity to sign on for what we believe is a really compelling proposition, we’re giving people something that creates certainty.”

Jessica Swenson is a freelance writer based in the Midwest. Learn more about her at jmswensonllc.com.

(Photos by Travis Johansen for From Day One)

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The New Era of Hiring: How to Make it Personal, Equitable, and Fast

From transforming passive talent pools into engaged communities, to using AI as a smart assistant, this new wave of recruitment puts people first while turbocharging efficiency. Today’s hiring leaders are reimagining recruitment as a strategic, personalized, and inclusive journey. At From Day One’s NYC half-day TA conference, panelists shared how they’re harnessing technology, data, and genuine human connection to rewrite the rules of hiring. Here’s what industry insiders are saying about creating hiring experiences that truly work for candidates and employers.From Talent Pools to Talent CommunitiesWhen it comes to sourcing strategies, Jessica Malachowski, VP of direct sourcing and strategic talent acquisition resources at Atrium, sees a clear difference between traditional talent pools and emerging talent communities. And for her, it’s not just semantics—it’s strategy.“If you think about the words itself, a talent pool versus a talent community—a community is where you belong,” Malachowski said. “There’s a level of engagement that happens because you feel like you belong.”That sense of belonging is what drives the effectiveness of talent communities. Rather than collecting resumes for future openings, talent communities are about building meaningful relationships with candidates over time. It’s an active process, one that involves branding, communication, and providing ongoing value. “Maybe they get a newsletter. Maybe there’s some marketing engagement that you’re giving to them,” she said. “It’s truly about building that relationship and ensuring that you’ve got quality people that are part of that community, that are truly on the ready.”This evolution in approach requires TA leaders to think more strategically—and to have a seat at the table. “If we can align our goals with the business goals, they’ll reserve us a spot at the table,” she said. Preparedness is key. When recruiters invest in two-way relationships with talent, they’re more likely to have qualified, interested candidates ready when roles open. It’s a shift that’s making sourcing more personalized, inclusive, and ultimately, more effective.Embracing Data-Driven Hiring to Support Candidates and Recruiters AlikeKim Stevens, director of talent acquisition at Employ, knows firsthand how challenging today’s hiring landscape is—for both recruiters and candidates. “There’s a ton of people that are in the job market, and in comparison to the jobs, the candidate pool is exponentially higher,” she said. “Recruiters need something to help automate communications to candidates.”This imbalance has sparked a greater reliance on data and AI to bring efficiency and empathy into the hiring process. Stevens herself was a job seeker for nearly a year before joining Employ, and that experience informs how she approaches her work. “It was defeating. You’re kind of viewed as just a piece of paper,” she said. “It’s not a recruiter’s fault, it’s just the landscape right now.”Kelly Bourdet, the founder of Apparata Media, far left, moderated the discussion At Employ, which owns platforms like Lever, Jobvite, and JazzHR, Stevens is helping shape how technology can drive more intentional, inclusive hiring. With the recent acquisition of Pillar AI, Employ is adding tools that not only transcribe interviews but also help deliver feedback and better match candidates to roles. But data is only powerful when it’s used well. Stevens emphasized the importance of reviewing candidate source data to track diversity metrics and refine outreach strategies. Ultimately, the role of AI and data not just as a way to fill roles faster, but as a means to support people, says Stevens. “Our audience is overwhelmed,” she said. “We just need to be there to support, coach, and guide.”Skill-Matching Technology New York Life is harnessing AI-powered skill-matching tools to enhance the recruiting process for both candidates and hiring teams. With more than 100,000 applicants for just 1,400 positions last year, Glenn Padewski, head of experienced hiring and executive search, understands the scale of the challenge—and the opportunity. “It’s easier to get into Harvard than it might be to get a job at New York Life based on those numbers,” he joked.To address this imbalance, Padewski’s team implemented skill-matching technology designed to elevate the experience across the board. “On the candidate side, they drag and drop their resume into the system, which then aligns them with other jobs in the organization that may be a fit,” he said.. “So not only are they seeing that one job they were initially attracted to, now they’re seeing other potential matches.” This broadens opportunities for candidates while creating a more personalized application journey.The tool also empowers recruiters by prioritizing candidates based on how closely their skills and attributes align with open roles. “This allows our recruiters to spend time with the candidates who are most closely aligned to that job description,” Padewski said. “They're stopping right at our applicant tracking system and seeing who's qualified.”Hiring managers also benefit, with streamlined tools to review and disposition candidates directly. “They can thumbs-up or thumbs-down right within the tool, triggering the recruiter to move them through the process or send a rejection email, providing immediate feedback.”The result? Faster interview scheduling, smarter hiring decisions, and a better experience for everyone involved. “We’re seeing now, from the time we’re interested in interviewing a candidate to the time they interview, it’s less than four days,” he said. Balancing Data With Storytelling Cassandre Joseph, global head of talent acquisition for R&D at Novartis, emphasizes the evolving role of technology in recruiting, especially the growing influence of AI, and the critical need to blend data with human storytelling. “There’s no more burying your head in the sand as it relates to AI,” she said. “At some point, everyone in talent acquisition needs to get started somewhere.” Joseph acknowledges that while the pace varies by organization, the first step is essential.Yet, she cautions against blind adoption of technology. “I get tons of emails about new AI tools promising to solve all our problems. But we know our companies and how they operate, and not every technology is the right technology for you.” Her advice is clear: organizations must be laser-focused on what works and cut loose what doesn’t—quickly. “If you don’t, you waste time and energy integrating a tool that actually doesn’t fit your company.”Joseph emphasized the indispensable role of the human element alongside AI. “It’s no longer enough to just look at resumes or ask basic questions. You have to understand what hiring managers truly want and align that with candidate evaluation.” She highlights that human connection and cultural fit, assessing values and behaviors, remain central: “Those questions about values and behaviors are going to be very important as we bring in technology.”Data alone doesn’t tell the full story. “If I tell you we fill roles in 40 days, and someone else says 60 days, so what? Is it quality versus quantity? Filling quickly doesn’t always mean better hires. That’s where storytelling comes in.” Talent acquisition professionals must bridge the gap by combining data insights with narrative to truly understand and communicate hiring success.AI as a Strategic ToolSteve Lavner, SVP of talent acquisition at Edelman, says AI is not a replacement, but a powerful assistant in the recruitment process. “AI is our assistant. I’m actually able to talk to AI and have the conversation about a particular search or candidate and get meaningful information back,” he said. This conversational interaction with AI tools opens new doors for recruiters to gather insights and speed up their workflows without losing the human touch.Lavner emphasizes the importance of transparency in managing candidate relationships alongside AI. “As long as we tell candidates this is part of a pipeline, and they understand that we want to get to know them, maybe not now, but maybe in five years, it creates trust and keeps the communication open.” This approach not only respects candidates but also builds ongoing connections in competitive fields, like financial communications, where knowing the right people matters.Despite the exciting possibilities, Lavner cautioned against ignoring the risks and biases AI can introduce. “We have to be aware that there could be bias in AI. The human part is crucial here. We must ensure diverse slates and keep pushing for diverse hires.” He separates diversity and inclusion from politics, focusing instead on tangible outcomes: “Sameness is not good. We want a diverse group. That’s what we do, and that’s what we have to keep doing.”Lavner called for vigilance: “The law of unintended consequences comes to mind. We have to stay diligent and keep this human, because unexpected issues will come up.” In his view, AI is a strategic tool that, when combined with skilled human recruiters, can transform talent acquisition, helping to identify the right candidates while maintaining the essential human connection at the heart of recruitment.As the talent acquisition landscape continues to transform, success hinges on blending innovative technology with authentic human engagement. 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Carrie Snider June 12, 2025

How Women Can Build “Experience Capital” to Overcome Obstacles to Career Success

Despite years of inclusion initiatives, the statistics for women in the workforce today are bleak. “At the entry level in the United States and around the world, for every 100 men who are promoted, there are 89 white women, but only 64 Latina women and 54 Black women,” said  Kweilin Ellingrud, senior partner, director of McKinsey Global Institute, and head of diversity and inclusion at McKinsey & Company.Ellingrud, also the co-author of The Broken Rung: When the Career Ladder Breaks for Women—and How They Can Succeed in Spite of It, spoke during a fireside chat at From Day One’s Minneapolis conference. Since about 70% of employees across the talent pipeline are entry level, and 48% of them are women, this “broken rung” along the career ladder leads to a major disparity in representation among leadership roles. Her new book, based on extensive research, identifies the broken rung as more pervasive than the glass ceiling in holding back women from career success. Ellingrud reveals the problem’s underlying cause and where the solution lies: women need to build their “experience capital” to level the playing field and maximize their earning potential—and employers need to do more to address these inequalities in the workplace.How Experience Capital Can Help Women Thrive Ellingrud points out that women’s high achievements in early life often don’t translate to later career success, due in part to that broken rung. “Women today in the U.S. and most developed countries, receive about 59% of college degrees, are 70% of valedictorians, have higher average GPAs, [the] majority of master's degrees, and majority of PhDs. Women academically have been outperforming men for 40 years,” she said. But that 59% drops down to 48% in entry-level corporate roles, and even lower as they move up the ladder: women hold just 39% of first manager roles and 29% of C-suite roles, she says. “Women are much more likely to be heads of HR, CFO, CIO, chief legal counsel, [and other] important, critical support function roles. But they’re much less likely to run the biggest P&L or the biggest business unit,” she said. Why does that matter? When CEOs are promoted from within, they usually come from those numbers-forward positions. 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About 80% of the gap can be traced to two main factors: roughly one-third stems from women spending fewer years in the workforce, often due to childrearing responsibilities, while the remaining two-thirds is linked to the types of jobs and work arrangements women tend to choose. “Women, when they jump jobs, are much more likely to decrease in income quintile [and] men are much more likely to increase in income quintile. That could be because we’re choosing less competitive jobs,” she said. “But we also may be trading off things for flexibility, for deeper alignment with our values.” These are all good, valid choices, she says, but women need to find ways to continue building experience capital to subsidize their desire for flexible, meaningful work. Building Experience CapitalThe number one thing you can do for your experience capital in your early career is not choosing a role or a boss, but picking the right company. “It’s correlated with 50% higher lifetime earnings,” she said. The right first company will invest in your learning and development, provide cross-functional rotations to stretch your skills, and have a clear strategy for your growth. Another smart early career decision is “making bold moves,” or choosing roles or projects that use stretch skills far beyond your comfort zone. And women should make choices that put them in the “power alley” or “the cash register of your industry,” like a profit and loss role. “If you do start there, your lifetime income is likely to be 20% higher,” Ellingrud said. Even if you don’t stay in the power alley forever, that perspective will help you across other roles. Finally, “go where the jobs are,” said Ellingrud. Fields like AI, healthcare, and transportation are growing, while female-dominated areas like customer service and office administration are shrinking. Networking is a crucial skill, she says. “Women and people of color tend to be over-mentored and under-sponsored,” she said, getting lots of advice but few tangible opportunities. “70% of jobs are not even posted, so if you want to make a bold move, it's probably somebody who knows you who’s going to bet on your potential to rise to the occasion.” Women should also focus on building technological skills that go beyond automation but dig deep into how tech can interact with and transform a team. “It’s not Gen AI that’s going to take your job, it’s someone who knows how to use Gen AI,” Ellingrud said. Soft skills like negotiation, empathy, relationship-building, and inspiring a team are also highly valuable to making you an extraordinary manager. And women can succeed by developing their own entrepreneurship. This doesn’t necessarily mean creating your own business, but instead could look like starting a new imitative, creating a department, or launching a new product within a larger organization. The last factor for creating experience capital is preparing for the inevitable. What is the big inevitability for women in the workplace? Bias. When faced with two resumes that are identical in every way except for the name at the top, Jane Doe vs. John Doe, even women “will ascribe greater leadership and higher future potential to John Doe, because we’ve been so socialized in our notions of what leadership looks like,” Ellingrud said. This bias extends beyond the image of traditional leadership and into what is known as “the motherhood penalty.” When Jane Doe’s resume lists her active participation in a parent-teacher association, she is 87% less likely to get called in for an interview because we assume she will not prioritize her work. Remarkably, knowing that a man has children can work in his favor, as he becomes viewed as more trustworthy and stable, even more so the more children he has. That’s “the fatherhood bonus.” This means women need to be thoughtful in their approach to maternity leave so that they don’t lose momentum and keep building experience capital.They also must take their health into account. “Women, on average, live longer than men. We also live 25% more years in poor health” Ellingrud said, as they are more likely to be misdiagnosed or not taken seriously when they have a concern. Women have lower retirement savings, so they live less comfortably later on, and are less likely to be involved in financial decisions, even when they know just as much as their male partners. All of this comes down to smart planning for the future. Ellingrud and her co-authors compiled more than a decade of research and interviewed 50 women before deciding to write the book. She hopes that the information can empower women to make better career decisions. “Every time I would share [the research], I felt like it was new news to so many people,” she said. “And if you don’t know the facts, how can we make the best decisions and tradeoffs for ourselves?”Katie Chambers is a freelance writer and award-winning communications executive with a lifelong commitment to supporting artists and advocating for inclusion. Her work has been seen in HuffPost, Top Think, and several printed essay collections, and she has appeared on Cheddar News, iWomanTV, On New Jersey, and CBS New York.(Photos by Travis Johansen for From Day One)

Katie Chambers June 11, 2025

The Push for Flexible, Personalized Benefits: How Employers Are Adapting

Once seen as back-office support, HR and benefits teams are now central to both business success and the employee experience.“Employees come to us as if we’re an educated consumer, understanding the health issues that they’re facing, that their colleagues are facing, requesting certain products and services,” said Stevi Evans, senior director of benefits at Weight Watchers. That’s a good thing, as far as she’s concerned. Not only does it indicate trust in the HR department, it also means that she can hear from employees, first hand, about what they need. “It’s definitely a new dynamic that has helped employees stay more engaged.”Evans and her colleagues in corporate benefits gathered for a panel on flexible benefits during From Day One’s NYC half-day benefits conference. The group traded ideas on personalizing benefits and communications, and staying flexible as needs change. Know Your PeoplePanelists agreed: A solid benefit program begins with knowing your employees.That’s been true at fitness club brand Equinox. It was Covid that forced the company to be flexible. With gyms and fitness centers closed, a large slice of employees (both part- and full-time) were unable to work, but the company wasn’t about to revoke benefits,” said Alana Kotlyar, Equinox’s senior director of global benefits. “So we’ve also provided the flexibility to reflect on what’s happening in our world when we’re setting hourly thresholds” that qualify workers for benefits. A fitness instructor can’t work 30 hours per week–that much exercise is humanly impossible–which is what qualifies an employee as “full-time” under the Affordable Care Act.Rather than follow the 30-hour rule, Equinox now sets thresholds by role. “It varies by job. We do two ACA measurement periods, which is atypical for an employer, because we understand the seasonality.” And the company now offers a basic health package, which includes mental health care, to all employees at subsidy. It’s “nothing glamorous–but it can get a lot of things done,” she said.Megan Burns, lead benefits solutions consultant at wellbeing benefits platform Benepass, says that the flexibility of lifestyle spending accounts (LSAs) can increase long-term engagement. LSAs are dollars that employees can use for any number of things determined by the employer. Think gym memberships or courses or childcare or even groceries. “It crosses so many different broad wellbeing areas,” she said. Plus, employers can opt to issue dollars on a monthly, semi-annually, or annual basis.Journalist Emily McCrary-Ruiz-Esparza, second from right, moderated the discussion In fact, “sometimes we don’t realize how valuable a broad solution can be,” said Evans of Weight Watchers, who recently expanded the list of items eligible for the company’s wellness reimbursement to include groceries for part-time employees. “Sometimes the basic necessities are what goes a long way for people, compared to buying the newest sneakers or the newest pair of Lululemon leggings,” she said. “We used data [about our employees] to make that decision, and it worked well for us.”According to Benepass’s 2025 benchmarking report, financial health represents an emerging category in terms of employer spend,” and “It’s because of the feedback they’re getting from employees,” said Burns. Marketing Flexible BenefitsOf course, communications and long-term engagement is a concern for any benefits team. “A lot of people come to us looking for the newest channel,” said Guy Westermeyer, owner and founder of marketing agency Westcomm. “The bad news is, there’s not a newest channel. It’s still all the same channels.” What really matters is personalization and segmentation. For instance, one of Westcomm’s clients is a hospital system in Louisiana. It employs 40,000 people, but once applied a single communications strategy. “They were telling employees about benefits they weren’t eligible for.”Another client had been translating its benefits information from English into Spanish without considering the nuance of language. Puzzlingly, the Spanish-speaking demographic of its workforce wasn’t enrolling in medical plans, but it wasn’t a problem of desire, it was a problem of translation. “They were electing life insurance because they thought that covered their life–and thought that covered their medical,” Westermeyer said.By knowing your workforce–mistakes like these can be avoided.“We try to hit them where they are and the way that they ask to be communicated,” said Emma Stern, head of global benefits at Bausch + Lomb, which employs both office workers and frontline workers. They put benefits information on paper, pin it to bulletin boards, and link to it via QR codes. And where employees “have stand-up meetings in the morning with site leaders, so we get [benefits] on that agenda,” Stern said. And more recently, the company lined ticker-tape on TV screens with benefits info. Everywhere, in a myriad forms, employees can get their hands on good information.Kotlyar noted that employers interested in personalizing benefits don’t need to go shopping for new vendors to make it happen. “The simplest place to start with personalization is in your own current ecosystem,” she said. Vendors change and evolve over the years, they add new programs and services, they find new ways to solve problems. Or, you can work with them to come up with new solutions. “You can push your current vendors, from a negotiation perspective, to do a little bit more, stretch them a little bit.”Emily McCrary-Ruiz-Esparza is an independent journalist and From Day One contributing editor who writes about business and the world of work. Her work has appeared in the Economist, the BBC, The Washington Post, Inc., and Business Insider, among others. She is the recipient of a Virginia Press Association award for business and financial journalism.(Photos by Hason Castell for From Day One)

Emily McCrary-Ruiz-Esparza June 04, 2025