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.

Simon to write

3-Tiered Video Strategy

We developed a multi-layered video series to help engage candidates at different stages of their Employer Brand discovery journey. Using analogy, we think about candidates as Paddlers, Swimmers or Divers, depending on their level of desired engagement. For Paddlers, they just want to tip their toes in the water. For this audience we created an overarching Hype Explainer video which talks to the what and why we do what we do at AFCA. This sparks interest as a teaser to help qualify the right audience. If they're interested they will take a swim in the culture videos. These leverage two employee stories to bring to life one of the 5 x EVP pillars. Once hooked, and they want to dive down deeper, we supply them with a Job Simulation video which gives them a taste of the challenges and purpose at a role level. Each layer has it's own purpose to encourage a more qualified audience down the storytelling funnel (or down deeper into the water!)

Watch the Overarching Hype Explainer Video below...

Current Time 0:00

Duration Time 0:00

Progress: NaN%

Watch one of the Culture Videos below...

Current Time 0:00

Duration Time 0:00

Progress: NaN%

People Stories brought to life

We surveyed, interviewed and crafted 10 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