The Opportunity
The Nova Systems employee value proposition (EVP) had been developed over a number of years, to not only retain great people, but to attract the best talent into the business. However, the suite of benefits was not widely understood across the workforce, or in the ever-tightening prospective employee market.
Work was required to define the offering while reinvigorating the way the suite of benefits was presented; to bring it to life, generate excitement and make sure it was well understood by its beneficiaries – the Nova Systems people!
Our Approach
Having developed the Nova Systems corporate brand, communikate et al were perfectly positioned to support the branding and positioning of Nova Systems’ EVP by painting a compelling picture of Nova Systems as an employer of choice.
We created a look and feel for Nova’s employer brand that would connect every team member to the business and generate awareness amongst prospective hires of the key benefits of joining Nova Systems.
Our work included:
- Conducting a workshop with key team members including the people team
- Reviewing and analysing insights from existing staff, including employee survey results
- Developing a detailed overarching employer brand narrative based on five key pillars
- Developing a name unique to Nova to replace the more technical term of EVP
- Creative copywriting for campaign headlines under the five pillars
- Icon development for the 5 pillars
- Concept design development and applications to support the internal launch including:
- Life at Nova Employee Handbook
- Onboarding materials
- Digital and print advertising templates
- Intranet assets
- Posters
- Merchandise
We also developed an animated video which was played at the 2023 Conference to launch the newly reinvigorated EVP, LIfe at Nova.
The Outcome
‘Life at Nova’ launched to more than 700 employees in February 2023 at the Nova Systems Australia and New Zealand Employee Conference, Nova Connect.
Feedback was overwhelmingly positive with many employees commenting on benefits they didn’t realise were available to them until the launch of the package. With the overall suite of benefits available in one location with clear and compelling messaging for each, employees now know what’s available and can see evidence of the organisations’ commitment to them.
The Life at Nova brand is set to support employee retention and attraction through ongoing internal promotion and roll out across external campaigns.
