Employment
Attracting talent in the global logistics industry
With a newly launched Customer Value Proposition, Toll required a refreshed Employee Value Proposition and Employer Brand to help attract, engage and retain employees. A key challenge was to align with the CVP Tagline - ‘Curiosity in Motion’, while not being dictated by it.
Outcome
Consistent, yet locally dynamic Employer Brand creative
After testing what ‘curiosity’ means at Toll from an employee perspective, and analysing the competitive market, Belong Creative presented a Brand Essence to set the refreshed Employer Brand apart. Once approved, we developed 3 creative concepts including taglines, and updated the 3 x global EVP pillars (based on previous research of localised EVPs from 9 different divisions/geographies). Once the creative was approved, we rolled out a Global Narrative and Recruitment Branding Toolkit, and produced 46 x Job Ad banners and 6 posters (all editable in Canva) plus updated 9 x Employee Testimonial Videos and the copy for landing pages on the careers website.
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