What to do when half the population hates you
After a survey found 50 per cent of respondents "hated" Telstra, the company looked internally to identify its strengths as an employer and develop its employment value proposition (EVP).
Telstra's EVPTelstra has since developed an EVP centred around the slogan, "connect with what you love", with marketing that is based on "our people telling our story", says Thompson.
In order to communicate the message in an "authentic" way, 77 employees have been appointed to act as "brand ambassadors" in advertisements. They talk about how Telstra enables them to connect with what they love in unscripted videos which seek to convey positive aspects of the employee experience.
"No ad goes out without a person's name and title and a little bit of their story," Thompson says. "And of course, subtly within their story, is one of those EVP elements."
The employer brand and associated marketing share "common graphical elements" with Telstra's sales brand, says Pinpoint Communications' leader of employee communications Donald McNeill.
Mc Neill, who played a key role in developing Telstra's EVP, says an employer brand "needs to support and complement the work that your consumer brand or marketing teams are doing".
Working with marketing to achieve this is not always easy, but it is "key".
The challenge now is maintaining and updating the ambassador profiles, and making sure the HR team is delivering, says Thompson. The next phase of implementation involves lifting the standard of the company's people management to ensure it fulfils the EVP, she says.
Don't just "get" an EVP - use itThe EVP needs to be "the function of sound structures", and will be "absolutely useless" unless it is put into action, McNeill told delegates at the Conference.
The emphasis shouldn't be on "getting one" or "having one", but what you do with it, he says.
Drawing on figures from the Corporate Leadership Council, McNeill says employers who clearly articulate - and deliver on - their EVP retain 30 per cent more people in the first year.
When drafting an EVP, McNeill says employers should answer the following questions:
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