Global Employer Branding | Belong Creative

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.

EVP Development

Creative Concepts

Employer Brand Strategy

Activation

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. Results post launch include; LinkedIn Page Followers up by 40,077, with 10,229 New Visitors (to Life + Jobs Page), Seek Ad Clicks up 182%, Referrals up 9% and Time to Fill down by 14%, with Voluntary Turnover down by 6.6% and Engagement up 2.7%.

% Increase

Seek Ad Clicks

The team at Belong Creative produced high quality material at every stage of this project. In particular, the overarching strategy was presented in such a way that it was really clear for all key stakeholders to digest and provide feedback. Similarly, the creative output has really elevated our brand and allowed us to stand out amongst the crowd in a compelling and authentic way.

Suzanne Doyle

Employer Brand Manager, Toll Group