A global Employer Brand with localised flexibility

BAI Communications required an EVP and Employer Brand to support attraction activity while increasing desirability as an employer across markets in Australia, UK, North America, Hong Kong and Canada. A key challenge was the creation of localised collateral, at a time when everyone was working from home due to a global pandemic.    

EVP Messaging
Employer Branding
Recruitment Guidelines
Careers Website Content
EVP Statement


A global approach with a creative pivot due to pandemic lockdowns.

We conducted interviews with leaders across all markets to ensure we understood what success would look like locally. Building on employee research, we developed an EVP messaging framework and subsequent Employer Brand concepts. To bring the preferred brand concept to life, we had to pivot due to Covid-19 lockdowns. Unable to photograph employees in the office environment, we developed a ‘how-to’ guide that enabled employees working from home to produce their own authentic imagery. We integrated their ‘selfies’ into a cohesive and striking suite of employer brand collateral. Overall, 120+ pieces of bespoke content was produced representing all geographic markets; from people stories, social banners and career’s website copy and graphics to email and powerpoint templates. We also developed toolkits to empower leaders, hiring managers and recruitment teams to leverage and operationalise the EVP into their daily work.

Pieces of bespoke content
Representing all geographic markets
Our new EVP is an authentic and engaging proposition for potential employees and a source of pride for our existing employees. Belong Creative have been a fantastic partner in designing and delivering our EVP on time and budget. More importantly their approach allowed us to create a value proposition that has captured the essence of BAI and why it is a great place to work. It is wonderful to see how proud the employees in the EVP project are of their images and stories being used to promote the company.
Raelee Hobson​

Group Director, Organisational Development