Fitness and Lifestyle Group (FLG) are Asia Pacific’s largest group of corporately owned health and wellness clubs. The project was to present brand concepts for the Employee Value Proposition which spoke to the semiotics of the fitness industry.
The Task: Create a Brand for an Employee Value Proposition (EVP) in the fitness category which can stretch to micro campaign.
Implementing a compelling Employee Value Proposition (EVP) to the fitness industry.
The PROBLEM is talent is discerning, making recruitment and retainment increasingly complicated and expensive. Additionally, the FLG brand is not well recognised even to our existing workforce.
HOWEVER the depth and breadth of the existing workforce and company footprint offers an enormous communication platform for genuine advocacy and influence.
WE NEED to communicate how employees need for recognition, support and personal values align with FLG and how that addresses the ‘what’s in it for me?’.
SO THAT our workforce become empowered and vocal advocates for the FLG family.
HELPING to attract and motivate employees, inspire loyalty from staff to customers and in turn deliver increased shareholder value.
Approaching the brand from three directions
What is / isn't an EVP?
IT IS
Thrive with FLG.
The underlying goal is attracting and retaining top talent.
All comms for the EVP ideally reinforce employee ownership and empowerment.
Always start with ‘what’s in it for me’. If this can’t be answered then it’s not an EVP but a corporate FLG message.
IT IS NOT
‘Be inspiring’ or Company Values.
These are part of the agreement employees make with FLG and not part of the EVP.
By ensuring that company needs and requirements are kept separate from EVP comms we reinforce the employees ownership of the EVP.
Example Messaging
