Employment

Possibilities merge in a distinctive Employer Brand look

TAL required the refinement of EVP messaging as well as the development of a distinctive Employer Brand to help grow brand awareness outside the insurance industry and nurture talent pools for future hiring.

Employer Branding

Creative Concepts

Employment Videos

Careers Website

Copywriting

Photography

Employee Value Proposition Narrative

We developed a four-pillar EVP narrative and an overall narrative (see below) to bring the unique employee experience at TAL to life.

Digital Banners

A series of digital banners in both wide and square formats were developed featuring a wide-variety of EVP-aligned messaging. These were designed to suit multiple channels including careers website and job board banners.

Photography & Videography

Over a three-day photoshoot, in the workplace we captured a series of people imagery and videos to showcase the people and environment at TAL. The employees were a delight to work with and brought their passion and energy to every moment. Below is a small selection of some of the images captured and some 'behind the scenes' moments.

2-Tiered Video Strategy

We developed a multi-layered video series to help engage candidates at different stages of their Employer Brand discovery journey. For unaware candidates we created an overarching Hype Explainer video which talks to the what and why we do what we do at TAL. This sparks interest as a teaser to help qualify the right audience. If they're interested they will go deeper into the next layer of cultural videos. These leverage two employee stories to bring to life one of the 4 x EVP pillars - providing a rich and broad insight into the authentic employee experience at TAL.

Watch the Overarching Hype Explainer Video below...

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Watch one of the Culture Videos below...

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People Stories brought to life

We surveyed, interviewed and crafted 8 written people stories to help humanise the EVP and tell a broader story about the authentic employee experience. Pull-quotes were extracted from each story and featured on pull-up banners.

Careers Website

A refreshed Careers Website was launched to feature the new positioning, videos and employee testimonials. Check it out here - https://www.tal.com.au/about-us/careers

Outcome

Comprehensive Employer Brand deployment across 8 different activations.

By bringing all stakeholders on the journey, Belong Creative was able to refine an EVP that the business was excited to take to market. From here, we created 3 x Creative Concepts and tested them, before activating a truly unique Employer Brand via Guidelines, Digital Banners, 5 x Videos, Employee Photoshoot, People Stories, Leaders Toolkit, Pull-up Banners and Lift Decals.

Ways to activate

From day one, the team at Belong Creative brought a genuine curiosity and standout creative thinking to our EVP project. They took the time to really understand our business and what sets us apart — then turned that into a positioning and identity that feels both fresh and true to who we are. When we hit roadblocks or needed to rethink direction, they were the perfect sounding board — offering thoughtful advice, smart ideas and always keeping us moving forward. We’re really proud of the outcome and grateful for the care and expertise they brought to every step of the journey.

Rachel Mehlan

Employer Brand, Talent Acquisition & Strategic Sourcing Leader