Our initial consultation process identified our EVP Attract solution as an appropriate fit for Metcash’s needs. This allowed us to launch a compelling and targeted story to market in a time-sensitive manner that also set clear expectations for the type of talent Metcash wanted to reach.

Utilising our qualitative and quantitative research methodology we spoke with people from across the business, digging into the realities of life at Metcash. Through these robust conversations we uncovered a need to reinvigorate and reinforce Metcash’s Purpose – Championing Successful Independents – through the lens of two core principles: Opportunity and Ownership.

Next we set about bringing our insights to life for Metcash’s people, in the form of a refreshed EVP and Employer Brand. This began with the development of our foundational EVP pillars  ‘Local always’, ‘Back yourself’ and ‘Looking forward to it’, which effectively unpacked what it means to live and breathe Metcash.

These pillars acted as a baseline to our Employer Brand – Make Your Mark – an energetic call to action for employees to take ownership of their work, go beyond what’s expected and deliver something they can truly be proud of. The Employer Brand also included a dynamic visual brand refresh - utilising bright people photography and unique illustrations to bring the brand to life.

In order to set our partner up for success with any future EVP implementation, we developed a robust measurement strategy with the aim of moving beyond recruitment metrics and venturing deep into the employee lifecycle to surface people insights at every step of the career journey.

With the framework of our EB and EVP in place, we then strategised how to best embed Make Your Mark into the DNA of the business itself. The goal here was to establish a shared agreement between the organisation and its people detailing how they can take ownership of their career with Metcash, and how Metcash will back them all the way in return.

With the measurement in place, we launched our EVP & EB by asking employees to nominate each other (or themselves) as a potential Employer Brand Ambassador. The feedback and engagement around this task was overwhelming, demonstrating a great enthusiasm and pride for the EVP. Our selected Ambassadors were then given the star treatment over a two day photoshoot, building a bank of EVP assets for future comms, while transforming our Ambassadors into engaged Brand Advocates. 

With a brand new bank of EVP assets, we set about refreshing the architecture and design of Metcash’s careers website. Starting with a simple sitemap proposal, we went on to develop a user friendly wireframe and design treatment that utilised our Employer Brand to full effect. This redesign would effectively ensure that potential candidates would be investing into the promise of Make Your Mark right from the first step.

Building a robust, tailored EVP, aligned to Metcash’s Purpose has provided the organisation with a strategic shorthand for decision making, branded comms and content, as well as a foundational tool to anchor Metcash’s people to their Purpose and Vision. This has proven particularly effective throughout the COVID-19 crisis, keeping frontline workers engaged and motivated while apart. In the last 12 months alone, the EVP and brand assets have helped us roll out:

• Detailed Recruitment Guidelines tailored to the business and its 3 pillars.

• A dynamic Employer Brand Playbook to guide onboarding, comms and brand look & feel.

• A complete refresh of Metcash’s LinkedIn design and comms.

• A suite of core templates and branded assets from EDMs to powerpoint and word documents.

• A design and content framework for a fully functional careers website (visit now at metcashcareers.com).

• Brand-aligned leadership program content.  

• A robust EVP measurement plan and redesign for candidate, onboarding and exit surveys.

“We really appreciated the We Are Unity team’s complete understanding of all the elements that underpin EVP and EB, not just 'making it look pretty'.

The team really strongly linked it to our Purpose and made sure our EVP and EB could underpin our whole EX. Their ability to understand the complexities of our business and create a strong brand that unifies our business pillars has made the implementation simple and effective.

We’ve really enjoyed the partnership to date and are looking forward to continuing to utilise the EVP and EB across all our people initiatives.”

– Rebecca Martin, Head of Employee Experience