Suncorp Group
Chase the Sun
Employee Value Proposition & Employer Brand
THE CHALLENGE
To create a distinctive, Purpose-led group Employer Brand for one of Australia’s most recognised financial institutions.
THE BRIEF
In the landscape of a national talent shortage, and the ‘Great Resignation’ we took up the challenge to help Suncorp Group attract and retain high performing talent who will propel the purpose of the business.
INSIDE-OUT DESIGN
Using the innovative technology Remesh, we were able to run live online focus groups to uncover qualitative insights at quantitative scale. The data painted a unified picture of Suncorp Group: a workplace that wanted their people to thrive and were committed to helping them do so.
Our task ahead was to create a compelling Employee Value Proposition (EVP) and Employer Brand that inspired new candidates and motivated their people to be their best and brightest selves at work.
THE SOLUTION
Chase the Sun with Suncorp
Chase the Sun is all about potential – tapping into the drive of Suncorp Group’s people to go after their dreams, seize opportunity and support customers within an open and nurturing environment. The concept was derived from the stories we heard of the openness, passion and pride of Suncorp Group’s people to go the extra mile for customers and for each other. It’s authentic and reflects the best of who Suncorp Group is today, as much as the best of who they’ll be tomorrow.
As a visual Employer Brand identity, it was important for us to capture the emotion that Chase the Sun embodies in the creative look and feel - of warmth, brightness and dappled light.
Chase the Sun is that feeling we all have when we’ve done something great. It’s when we’ve gone out of the way for a customer or a colleague, are chasing our dreams and being better every day.
“We were impressed with how We Are Unity challenged our thinking and worked alongside our teams to develop an EVP that speaks to Suncorp’s impact on customers and the community. Our new employer brand sets us apart from competitors and catches the eye of external talent who align with our purpose of building futures and protecting what matters.”
Matt Leslie, EGM People & Culture Strategy at Suncorp Group.
BRINGING IT TO LIFE
An authentic EVP
Our EVP speaks to what life is like with Suncorp Group, what’s expected of their people and the value they can expect in return.
We tested, validated and refined Suncorps current EVP into three aspirational pillars that articulated Suncorp Group’s key point of difference – their investment in their people’s success, their dedication to continuous improvement and the opportunity for people to make a meaningful impact in their customers lives – giving grounded meaning to what ‘Chase the Sun’ was all about.
A radiant Employer Brand
On top of a suite of Employer Brand assets and key messaging, we worked closely with our partners at Suncorp Group to roll out tools, training and resources to embed their new EVP into the lived culture of the organisation.
This began with a comprehensive brand kit to guide use of the EVP and EB across the group, including tone of voice workshops, leadership training and guides, Employer Brand guidelines and style guides and a recruitment toolkit to ensure the Employee Experience was consistent and driving Purpose at every step of the employee journey.
We also looked at how the EB could come to life through key day-to-day moments and rituals to reinforce and celebrate the EVP, from town halls, team meetings and leadership onboarding, to KPIs, recognition platforms and even welcome letters.
THE OUTCOME?
The beacon for top talent
Chase the Sun has become an integral part of Suncorp Group’s people strategy as they look towards the future, ensuring the decisions made are always aligned to Purpose and considering the aspirations and wellbeing of their people.
The Employer Brand was launched in market during record high job ads and lows in application response. Despite this, Suncorp Group successfully recruited 887 roles in 10 weeks at a time when all other competitors were also in market, attracting talent critical to their business needs in response to the devastating Northern NSW and QLD floods.