Showcasing a culture where fairness feels good!

Overall EVP Narrative

Based on employee research, EVP pillars and tagline (provided by TQ Solutions), Belong Creative was asked to bring the EVP to life via an Overall Narrative Statement, which was tested with employees for relevancy and serves as the heart and soul of AFCA's new Employer Brand. The EVP Narrative appears below.

Digital Banners

A series of digital banners in both wide and square formats were developed featuring a wide-variety of EVP-aligned messaging and new employee photography. These were designed to suit multiple channels including careers website and job board banners.

Photography & Videography

Over a three-day photoshoot, both in studio and in the workplace we captured a series of people and place imagery and videos to showcase the people and environment at AFCA. The employees were a delight to work with and brought their passion and energy to every moment. Below is a small selection of some of the images captured and some 'behind the scenes' moments.

3-Tiered Video Strategy

We developed a multi-layered video series to help engage candidates at different stages of their Employer Brand discovery journey. Using analogy, we think about candidates as Paddlers, Swimmers or Divers, depending on their level of desired engagement. For Paddlers, they just want to tip their toes in the water. For this audience we created an overarching Hype Explainer video which talks to the what and why we do what we do at AFCA. This sparks interest as a teaser to help qualify the right audience. If they're interested they will take a swim in the culture videos. These leverage two employee stories to bring to life one of the 5 x EVP pillars. Once hooked, and they want to dive down deeper, we supply them with a Job Simulation video which gives them a taste of the challenges and purpose at a role level. Each layer has it's own purpose to encourage a more qualified audience down the storytelling funnel (or down deeper into the water!)

Watch the Overarching Hype Explainer Video below...

Watch one of the Culture Videos below...

Watch one of the Job Sim Videos below...

People Stories brought to life

We surveyed, interviewed and crafted 10 written people stories to help humanise the EVP and tell a broader story about the authentic employee experience. Pull-quotes were extracted from each story and featured on pull-up banners and social banners.

Ambassador Graphics to help amplify purpose, culture and personal stories.

We design and animated 15 ambassador graphics that feature EVP and Values aligned messaging. Along with a 1-page 'how-to-post' instruction guide, these assets help inspire and encourage AFCA employees to be brand advocates and include their own personal stories when amplifying amongst their social networks.