With a good purpose statement, EVP statement and culture framework in place, DPC required a clear strategy to help attract and retain the right people.
After experiencing challenges attracting people for its important work, particularly in the policy field, DPC knew it needed to focus on communicating a clearer message about its work, recent changes, and competition for talent.
With considerable experience developing strategies for private and public sectors, we proposed to develop an EVP strategy following two of our well-established processes — our connection strategy model and our strategy development model.
Distinct challenges for DPC included a highly competitive employment market, the perception of DPC as a policy-only department, removed from “real” implementation and impact, and systemic issues of high turnover and capacity constraints.
As such, the EVP strategy had two clear strategic goals. 1) DPC would become more competitive in the market for high calibre employees and 2) DPC would develop a more diverse workforce.
To help accomplish these goals, we suggested improving internal factors through seven strategic initiatives focused on messaging, recruiting and the employer profile.
The EVP Strategy encouraged DPC to replicate what was already good and inspired teams to improve where the ideal EVP was not the consistent, lived experience. It aimed to serve as an indicator of the important, ongoing work needed for culture, diversity and inclusion.
To support the implementation of the strategic initiatives, a marketing plan, promotional documents, hiring guidelines, job listing templates and welcome templates were also developed. These creative outputs all adhered to the NSW Government master brand guidelines.
Design and copywriting drew inspiration from private sector consulting agencies, working to inspire and excite potential employees through expanded use of the existing EVP statement.
A hero lightbulb graphic element was provided as a template for DPC staff to roll out consistent branding over time. Circular lines of the bulb were used as a motif throughout design, paired with positive imagery of people.
Experience-focused language highlighted real-world examples of department projects, encouraging candidates to put themselves at the centre of big ideas.
