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  5. August 2025 Crafting Your Club's Competitive Edge - Employer Value Proposition

August 2025 Crafting Your Club's Competitive Edge - Employer Value Proposition

Virtual CMI Workshop 

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Thursday, August 28 - Friday, August 29, 2025
1:00 pm ET - 4:00 pm ET (each day) CMI Workshop 6 NE; CC =  Human and Professional Resources, Leadership, Marketing

Crafting Your Club's Competitive Edge - Employer Value Proposition

This comprehensive two-day (six-hour total) virtual workshop will equip club management teams with an understanding of the Employer Value Proposition (EVP) and its strategic importance in building strong recruitment and retention practices. The EVP articulates the distinct rewards of working at a club and the industry beyond basic compensation. When a club effectively communicates its EVP, it not only attracts the “right fit” candidates but also cultivates satisfied employees. These engaged teams, in turn, are the driving force behind delivering exceptional experiences that directly contribute to higher member satisfaction within the club's community. This workshop dives into the key concepts and strategies to craft a compelling EVP that resonates with current and future talent, to build a thriving and engaged workforce.

Participants will start by developing their club's unique "persona" – a representative archetype embodying the key characteristics, values, and culture of their club. Through a creative exercise, participants will bring this persona to life by giving it a name, outlining its personality traits, and defining its core motivations and needs. For example, a club might develop a persona named "The Legacy Keeper," representing long-tenured staff who value tradition and community, or "The Aspiring Pro," embodying younger, ambitious employees seeking career growth. Understanding these distinct "people" will provide a powerful lens through which to craft an EVP that truly resonates with the club’s workforce and member base, leading to more effective employee retention and engagement.

Through a practical, hands-on exercise, participants in this workshop will develop a customized Employer Value Proposition (EVP) designed to attract top talent, build loyalty and enhance member satisfaction within their specific clubs. By examining successful EVP strategies from both the club industry and related sectors (i.e. hospitality and tourism), participants will gain insights to adapt and implement within their own contexts. This session will directly connect the creation of a compelling EVP to tangible recruitment outcomes (job postings, recruitment collateral and career fair presence) and effective retention practices (engagement surveys, internal communications, and culture-building initiatives), and customizing learning and development solutions.

Upon completion of this workshop, participants will be able to:

  • Articulate the unique attractions and benefits of working within the club management industry for different generations.
  • Identify the distinct characteristics, values, and culture that define their club and differentiate it as an employer.
  • Understand the concept of a club as a "persona" and develop their own club personas.
  • Define the Employer Value Proposition (EVP) and its key components as it relates to their club.
  • Design EVP internal marketing and communication tools to build awareness and engagement with their club.
Amrita Bhalla

Amrita Bhalla, Managing Director, A.B Consulting
Amrita Bhalla is an experienced global HR executive with a distinguished career spanning over two decades. As the Founder and Managing Director of A.B. Consulting, established in 2015, Amrita leads a thriving consultancy that specializes in HR advisory services. Her expertise lies in empowering organizations to enhance performance, drive employee engagement, and boost profitability. 

Amrita's remarkable journey in the luxury hospitality industry has seen her holding executive HR roles with renowned companies such as Four Seasons Hotels and Resorts, Oberoi Hotels and Resorts, and Belmond Hotels. Throughout her career, she has traversed the globe, living and working in Canada, Bermuda, United Kingdom, Thailand, and India, gaining invaluable global insights.

A firm believer in strategic leadership and effective governance, Amrita actively serves on several boards, contributing her expertise to shape the success of various organizations. Most recently, Amrita was the Board President for the Rosedale Moore Park Association (RMPA) in Toronto, Canada (2021-2023). She is also a Board Member for the Caribbean Hospitality and Tourism Association Education Fund (CHTAEF), and Advisory Board Member for Women in Tourism and Hospitality Canada (With.org). She also sits on the Advisory Board for Gaucho Group Holdings, a publicly traded company a leader in diversified luxury goods, wine, hotels, luxury real estate, and the fashion brand Gaucho - Buenos AiresTM.

Amrita also shares her knowledge and passion for the industry with future leaders. Since 2015, she has been a faculty member at the Ted Rogers School of Hospitality and Tourism, Toronto Metropolitan University, teaching Human Resources Management, Strategic Management and Organizational Behaviour. Amrita's academic qualifications complement her extensive professional experience. She holds a Masters in Industrial Relations (MIR) and a Bachelor of Arts (Honours) from Queens University, Canada.