A strong, foundational EVP to enable kindness in the face of crisis.
“Global hotel group seeks to find even more in trying times through the power of their people.”
TFE Hotels is a global hotel group headquartered in Australia, comprising a diverse range of hotel brands with a uniquely Australian perspective, including Adina Apartment Hotels, Vibe Hotels, Quincy Hotels, Travelodge Hotels, Rendezvous and TFE Hotels Collection. Their versatile portfolio continues to expand, building and crafting memorable guest experiences anchored in their exemplary, people-driven customer service. They’re an organisation that truly understands the power of building a brand through people, and wanted to amplify this by putting their people front and centre of their Employer Brand.
We Are Unity worked with TFE to develop the EVP and Employer Brand ‘Find more’ that elevated their people-first ethos. To bring such a proudly people-centric brand to life, the natural first step was to build a team of ‘Find more’ Ambassadors. Across a series of interviews with a number of people from a variety of brands and functions, we identified and selected a team that spoke to the core of TFE’s brand promise.
Our interviews also helped us to bring the Ambassadors’ stories to life in a series of lively Employer Brand videos and photo series - using larger than life props to bring their personalities to the forefront. This helped us launch the internal Employer Brand authentically and enthusiastically, driven by our already engaged hero Ambassadors.
In March 2020, the increasing presence of COVID-19 began to impact the hospitality industry (among many others) in drastic and unforeseen ways. In an instant, TFE Hotels’ amazing people were forced to adjust to new challenges including closures in Victoria in line with State Government directives, guests in government mandated isolation and the general job uncertainty faced by so many across the business landscape. We now needed to revitalise and reinterpret the Employer Brand to speak to the current moment. With organizations around the world forced to pivot their focus, adapt to change and go above and beyond, the ‘Find more’ brand was more prescient than ever. Using the purpose-driven EVP pillars we had already established, we uncovered the different ways our people could Find more through the lens of the current climate. The result was a new set of aspirational principles: Find More possibilities, Find More connections, Find more within and Find More kindness.
This in turn led TFE Hotels to re-examine the role of our Ambassadors and how they could best support their teams and guests through a challenging time. Now rebranded as Kindness Ambassadors - they stand for TFE Hotel’s vision of what hospitality should look like, exploring the ways in which we can Find More kindness in the face of crisis and uncertainty. Through a range of initiatives including random acts of kindness, team kindness challenges, recognition and birthday wishes, these Kindness heroes are authentically bringing Find more to life within the business. And with several new TFE Hotels and projects on the horizon, these Ambassadors will continue to play a key role as the organisation accelerates out of COVID-19.
This project highlighted the immense value of a strategic, foundational, data-driven EVP and EB. In the face of an unfamiliar working world, TFE Hotels’ Find more Employer Brand provided a strong bedrock, allowing them to pivot with pace and find the kindness at the core of their brand. And with a working future prone to further change and uncertainty, that strong foundation will be instrumental for organisations looking to build resilience, inspire innovation and see commercial success well into the future.
To find out more about how we work with our clients to develop their EVP and Employer Brand strategies please contact us to book a discovery conversation with a member of the We Are Unity team.
You can also download our one page cheat sheet to designing an EVP that works for you and your business.
