Developing and activating South West Water’s EVP

When one of the UK’s biggest utility companies needed to position themselves as a diverse and forward-thinking employer, they approached BrandPointZero to help articulate their employer proposition.

Based in Devon but also supplying Cornwall and parts of Hampshire and Dorset, South West Water is one of the biggest employers in the region. They employ people across a wide range of disciplines, roles and locations, from office-based customer service staff to specialist engineers working out in the field.

They not only keep the south west’s taps and toilets flowing, but also look after the biggest stretch of coastline in the UK.

The challenge

SWW are an innovative company with strong sustainability and environmental credentials. But they wanted help articulating this to current and prospective employees.

What they needed was a clearly defined Employee Value Proposition (EVP) to form the foundation of all their employer communications.

Our approach

First, we needed to get under the skin of the organisation – what makes a water engineer in Bude tick? How does a lab scientist in Exeter like to engage with her employer?

We spoke with more than 50 employees to hear first-hand what it’s like to work there. We also digested all sorts of employer comms, strategy documents and employee touchpoints to really get to know them.

Using this insight, we developed the EVP ‘Where knowledge grows and fresh thinking flows’. This conveys the innovation moving the business towards a sustainable future.

The EVP was supported by people pillars to align with values, along with a striking visual identity.

The first campaign to support this EVP was called #JustAddWater – we launched this with a bang, with a rousing film to build emotion, pride and excitement for careers at South West Water.

Finally we completed an Employer Touchpoint audit and updated everything from onboarding documents to social banners, from Personal Development documents to Intranet pages, to ensure a consistent, fresh look and feel across the organisation.

We also directed an on-site photoshoot to gather a suite of stylised photography, appropriate for use across the brand collateral.

The results

Not only was our work extremely well-received internally, it also won an Employer Brand Management Award in 2022.

The creative execution celebrates diversity and authenticity and has had a real and positive impact on our ability to attract diverse talent into our business’. #JustAddWater is clever, simple and relevant. In short; it’s brilliant

Louise Russell, HR Business Partner

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