Expect more from a career with Australia's 2nd oldest company
Research uncovered that AGL was perceived as an employer to be bureaucratic and government-owned, when in fact they are listed on the ASX as Australia’s 2nd oldest company. They are also a leader in renewable energy assets. An Employee Value Proposition was required to shift the market misperceptions. The positioning of the EVP message needs be authentic. i.e. coming from AGL employees rather than from AGL corporate. The EVP should feel like ‘celebration’ of who we are – it had to feel real.
Example Segmented EVPs from 14 x AGL Divisions
Customer Services - Adelaide
Social aspects unite us, fostering camaraderie that motivates us to strive even harder to succeed. Good leaders provide goals, support and flexibility to allow us to be our best. People are easy-going and every day is different. We value the clean, modern facilities and parking, as well as working in a location that is easily accessible to (but not in) the city.
Marketing & Retail Sales
We are given the opportunity and resources to bring industry-leading projects to life. We take pride in being change agents for the business and are responsible for delivering long-term profitable growth. We are results-driven and customer focused, working in a supportive, honest and open culture with inspiring leadership.
We take pride in providing end-to-end management of the customer experience and outcomes. Our trust and support of each other gives us the confidence to be high performers in an exciting, fast-paced industry. We work well autonomously and also within teams in a fun, collaborative culture. Exposure to the challenges of high quality projects with a long-term delivery focus is what drives us.
Aligning with a global framework while bringing unique local attributes to life with genuine heart.
We conducted qualitative research (covering over 180 employees interviewed) via 11 Focus Groups, 82 x 1-on-1 interviews, 14 x AGL Business Units across 10 x AGL locations. The talent tagline 'Expect more. Do more' was chosen for its direct language in helping close the perception gap. It also aligned well with AGL's internal mantra of 'Actions, not words'. After two years in market, engagement maintained steady in 'High-performing' zone, turnover reduced from 19%-15%, and the EVP positioning of ‘Expect More. Do More’ resonated with over 70% of AGL’s employees; agreeing they could relate to it on a daily basis.
From Power Stations to Call Centres
We embarked on a content creation mission to build a rich photographic and video library of authentic employee testimonials that took us all over the country to many of AGL's operations. The people we met and the stories we heard were engaging, interesting and surprising, helping AGL to shift market perceptions about what you can achieve here.