An EVP built on fairness
AFCA aimed to develop an EVP to establish themselves as a preferred employer within key talent groups in legal and financial services. Before the project, they were relatively unknown to candidates and sought to enhance their employer brand reputation.
TQ Scope
TQ started with a competitor audit, benchmarking against 3 core talent competitors. Analysis of existing employee data and leader interviews with the SLT team and CEO – enabled the design and delivery of focus groups.
Outcomes
We created a consistent EVP framework and 5 personas for segmented messaging. What transpired was an authentic workplace built on fairness for Australian consumers and financial services. The EVP framework not only highlighted the human value exchange – but unpacked key messaging statements on why someone should join AFCA. A creative brief was designed and delivered to selected creative partner. The result of the EVP project was extended into a full advocacy program.
