Employee value propositions (EVPs) are psychological contracts derived from explicit employment statements and company actions, and the implicit assumptions and observations that employees make over time. Personalized and dynamic EVPs can help companies achieve high rates of recruitment, retention, and engagement. But to craft effective EVPs, companies must understand what employees want from their jobs and how their personal needs change over time. Critical moments—planned and unplanned—in the employee life cycle substantially affect daily work experience, and each generation (Millennial, Generation X, and Baby Boomer) faces unique moments. Employing a multi-method approach, The Engagement Institute™ identifies highly effective strategies to develop compelling EVPs across generations.