Employer Value Proposition (EVP) Campaign

Overview

Dementia UK, a leading charity in providing dementia care and support, embarked on a mission to enhance its Employer Value Proposition (EVP) to attract and retain top talent. The charity sought to communicate the meaningful impact employees have within the organisation while fostering a culture of empathy, growth, and purpose. In partnership with Dementia UK, our team designed and implemented a multi-faceted EVP campaign, leveraging media and thought leadership to elevate their employer brand.

Campaign Objectives

  1. Enhance Dementia UK’s Employer Brand: Highlight the organisation as an employer of choice in the healthcare and charity sectors.
  2. Attract Top Talent: Position Dementia UK as an attractive place to work for individuals passionate about making a difference in dementia care. 
  3. Retain Employees: Foster a sense of pride and purpose among current employees, ensuring they feel valued and motivated. 
  4. Align with Dementia UK’s Mission: Ensure the EVP aligns with the charity’s mission of supporting those affected by dementia. 

Our Approach

We collaborated with prominent media outlets to craft targeted content, highlighting the meaningful contributions of employees and leadership at Dementia UK. Our strategy cantered around sharing compelling narratives and leadership insights that communicated the organization’s impact, culture, and growth opportunities. We ensured a consistent message across various platforms to create a cohesive and engaging employer brand. 

Each article was carefully crafted to share stories of employee impact, leadership, and growth within the organisation. By focusing on individual experiences and leadership voices, we humanised the EVP campaign, allowing potential candidates to see themselves as part of the larger mission at Dementia UK. 

We ensured that the messaging across different platforms consistently communicated Dementia UK’s values: purpose, empathy, and opportunity for personal and professional growth. This cohesive narrative helped build a strong employer brand that resonated with both current employees and potential candidates. 

Outcomes

Increased Visibility

The media campaign significantly increased Dementia UK’s visibility as a desirable employer within the charity and healthcare sectors. 

Talent Attraction

The articles helped attract individuals motivated by purpose-driven work, contributing to a rise in applications from professionals seeking to join an impactful organisation. 

Employee Engagement

Current employees were empowered by the positive portrayal of the work environment, further driving their commitment to Dementia UK’s mission. 

Enhanced Employer Reputation

By showcasing leadership and employee stories, Dementia UK strengthened its reputation as an organisation where employees can thrive and make a difference.

Conclusion

Through strategic storytelling and media engagement, our support of Dementia UK’s EVP campaign resulted in a stronger employer brand that attracted top talent and reinforced the organisation’s mission. The success of the campaign demonstrated the power of aligning an EVP with the organisation’s core values, highlighting meaningful work as a key differentiator in the competitive charity sector. 

If you would like to learn more about how Prospectus can support your Employer Value Proposition, please reach out to Nick Bellamy, Client Partner – Advertising Team.