Why did Macquarie review its Employer Value Proposition (EVP)?
An Employer Value Proposition, or EVP, is essential in helping a company communicate what they offer as an employer. It had been several years since we launched our EVP and we wanted to understand whether our existing proposition was still relevant in today’s market, and whether it accurately reflects the career experience we offer.
The talent market remains competitive. We know that talent expectations have evolved and continue to do so. Priorities have shifted, people are looking for meaningful careers where they feel valued and supported.
Just as the talent market has evolved, so has our business. Since the creation of our last EVP, we’ve seen a new CEO, a diversification of our organisation across regions and businesses, and an articulation of our company purpose.
As HR professionals, we know attracting diverse and talented people to join our team ensures our business remains innovative, sustainable and meets the evolving needs of our clients and communities. All of these factors were indicators that we needed to revalidate our global EVP and ensure who we are on the inside matches what we say on the outside.
How did you develop your new EVP?
To continue to support the growth of our business, we undertook an extensive research program designed to help us better understand candidate and employee motivators as well as the lived career experience of our people. This enabled us to develop what we believe is a well-rounded EVP that is authentic, engaging and unique. We started by reviewing our current state to identify any unseen opportunity. Research was the first, and possibly most essential, step of the project, so we began by looking into our existing data – what are the key reasons why our people join and stay? Reading the responses helped us identify both our strengths and the gaps we needed to address.
Next, we examined external talent drivers to understand what talent is looking for in a career and how we meet their needs. Internal interviews with leaders and diverse employee focus groups followed. We then validated our findings through a survey that reached hundreds of employees all with the help of a third-party research partner to remove bias.
As we began the process of putting our research into practice with a realigned proposition, we focused on four key questions:
- Does it align to Macquarie’s strategy and corporate brand?
- Does it provide an opportunity to differentiate ourselves from our peers?
- Does it authentically address external talent drivers?
- Are we creating an EVP that is humanistic?
From there we took a bottom-up approach to developing our new employer brand messaging. It was a collaborative process with subject matter experts, employees and leaders all contributing to the development.
Post launch, we continue to monitor our EVP to ensure it remains true and competitive by mapping with our internal employee survey, external talent drivers and market perception. With a diverse portfolio of businesses and with talent needs, wants and expectations constantly shifting, it’s critical that our EVP is flexible enough to adapt.
What is your EVP?
Our global EVP is ‘Empowering what’s possible. Together.’ One of the things I’ve always loved about working at Macquarie is seeing how all kinds of bright and driven people are empowered to discover all kinds of possibilities.
While we’re all unique in our perspectives, we’re united by our company purpose of “empowering people to innovate and invest for a better future.” And that includes the future of our people, too.
In my role as Head of HR, I can point to many examples of how our people are empowered to shape a career that is fulfilling in all the ways that matter most to them. They are supported by friendly and accessible teams and leaders who are invested in where they want to grow – and in their wellbeing as well.
The aim of our EVP is to have a consistent theme that resonates globally, with subtly nuanced messaging that can be dialled up or down for different locations or talent segments.
How will you bring your EVP to life?
Our EVP comes to life through effective storytelling. We want candidates to feel what it’s like to work for us. And for employees to connect with our EVP as well as their role in delivering our purpose.
By telling the stories of our people, we create a sense of belonging and connection. We know that it’s our people’s stories of empowerment, innovation and collaboration that make Macquarie what it is.
We do this in many different formats. Our people blog celebrates the career journeys of our people, giving a more in-depth insight into life at Macquarie. We have recently published a new video which summarises what our EVP is all about. This video features our employees across the globe. You can watch it here.
We also refreshed our visual identity. Our new look and feel is bright, engaging and captures our EVP messaging. It represents the vibrancy of our people and culture as well as all the possibilities of working at Macquarie.
How are you embedding your EVP?
For any EVP to be successful, it must be embedded across the organisation. By focusing on the moments that matter throughout the employee lifecycle we ensure our messaging is consistent.
It’s also important that our people can relate our EVP to their experience working here. We know there’s no single way to express what’s possible at Macquarie, so we developed an interactive guide that equips our people in authentically articulating the messaging. This guide recognises that our people are our most powerful advocates and prompts them to share their own story with their network, candidates and colleagues.
What are some common misperceptions that people have about Macquarie?
People are often surprised by the diversity of our business. For example, we have expertise in areas such as infrastructure, energy, technology, retail banking and commodities to name a few. This means that there are many opportunities for our people to grow their careers in unexplored and exciting directions.
New joiners also comment on our supportive and inclusive culture, and how they are empowered to make they own kind of contribution. There really is a community feel – our people are encouraged and supported in their career at Macquarie, by people who are invested in their wellbeing and personal success.
Visit Macquarie.com/Careers to learn more and discover what’s possible with a career at Macquarie.
