Employment
Bringing passion to life at one of Australia's leading retirement village companies
Aveo, one of Australia’s leading Retirement Village providers required the development of an EVP framework tailored by key talent segments (Care, Dining, Community, Sales and Corporate). Activating the Employer Brand with authentic collateral was also a key objective.
Taking an innovative approach to video
• By surveying and vetting video participants ahead of the shoot we could ensure that their stories were both diverse AND strongly aligned with the EVP, ensuring a more relatable Employer Brand for our different candidates and employee cohorts.
• Rather than shooting a typical Q&A style, sit-down interview, we took a much more immersive approach. We filmed employees in action, showcasing natural interactions with residents and team mates and left the microphones on to capture some lovely spontaneous moments - laughter, tears, jokes and joy.
• This video series won BEST USE OF VIDEO at the 2024 Internal Talent Awards
Outcome
A new EVP and Employer Brand including an award-winning Video Series and Careers Website
Belong Creative complemented previous ‘motivation’ research by facilitating leadership interviews and getting more of an external view with New Starter/Missed Candidate interviews/quantitative surveys and (a competitor Analysis - provided by TQ Solutions), to provide a more rounded view of the employment experience. We then developed 3 x Creative Concepts, 4 x Strategic EVP Pillars and a narrative unique to Aveo. To bring the Employer Brand to life we developed Guidelines, 8 x written people stories, 8 x people portraits as quote banners, 25 x workplace photos, 6 EVP Videos, internal launch collateral and refreshed content on the careers website. Results post launch include; Seek Ad Clicks up 42% and Ad Costs down 50%, Talent Pool Applications up 385%, Cost/Hire down by 32%, Job Applications up by 64%, Turnover down by 6.3% and Careers Website Sessions up by 21%. The project received 3 x Finalist Nominations at the 2024 Internal Talent Awards (ITAs) including Excellence in Employer Branding, Best Careers Website and we were very proud to win - Best Use of Video!
Engaging internal audience first
Ensuring Aveo's employees felt like VIPs, a Roadshow was delivered around Australia to internally launch the EVP to 357 employees. An interactive presentation that took colleagues on the EVP journey and revealed the creative and video was very moving. Adding to the atmosphere of the launch were pull-up banners featuring employee photos and testimonials, plus a fun, interactive PhotoWall with an incentivised competition to win a VISA Debit Card by choosing their favourite Bring Life ‘word’ as a pre-made sign to hold up on a branded wall, while having their photo taken. 49 entries were uploaded to an internal channel with the hashtag #aveo2023roadshow and 8 winners chosen at random from each state. There were a lot of laughs and camaraderie!
“To see firsthand, the engagement of our people as they watched the people story video and have fun on the photo wall was rewarding and a special moment throughout the roadshow series!” - Kirsten Covey - Group Manager, Talent Acquisition, Aveo
Behind The Scenes
At the prestigious Internal Talent Awards 2024, held at the Plaza Ballroom in Melbourne, where Simon, Andrea and Karen from Belong Creative were guests of our client Aveo. We were honoured to co-accept the award with Kirsten and her team.
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