DELIVERING A NEW EVP FOR ROYAL MAIL

Creating a winning EVP which unites teams and attracts young talent

EVP campaign for Royal Mail. Image shows a parcel being delivered to someone at their front door.

THE NEED FOR A NEW EVP

Royal Mail came to us to create a new Employee Value Proposition that could clearly articulate their offer to the existing 150,000 strong workforce, and encourage a new, younger generation to see Royal Mail as a place where they could thrive.

The challenge was bringing together Royal Mail’s rich heritage and its bold plans for the future, all against a challenging industrial landscape and business transformation.
Royal Mail EVP campaign showing a woman wearing a hijab

OUR STRATEGY FOR SUCCESS

An EVP should reflect an organisation on its best day, and no one knows more about life at Royal Mail than its people.

A collaborative methodology was key to our approach. We formed an ‘EVP squad’ with members from all areas of the organisation to feed into and steer the process. We conducted in-depth research through interviews, focus groups and data analysis, mapping our findings against our four EVP cornerstones: purpose, culture, ways of working and values.

From our findings we identified common themes. Pride in providing an essential service, a sense of community and a dynamic and varied working environment were consistently mentioned as reasons for joining, and staying, at Royal Mail.

These themes became the basis for our creative brief, and our winning EVP proposition, ‘We Deliver More’.
EVP campaign for the Royal Mail

CONTINUING TO DELIVER MORE

The EVP has been rolled out to all areas of the organisation, and Royal Mail has adopted a new communications strategy as a result of our work together. The impact is continually evolving, as employees are able to better navigate and get the most out of their experience at Royal Mail, with improved access to benefits, wellbeing resources and career development and support.

The EVP, and crucially the process of creating it, has helped to break down internal silos and improve communication and collaboration between teams. It has articulated a sense of purpose and direction that has brought people together.

Three years on from creating the EVP, we remain a proud partner to Royal Mail, and continue to support them with all areas of employee engagement.
A broad range of EVP deliverables. Showcasing the work blue goose did for Royal Mail bringing the EVP to life across the organisations employee experience, from induction to exit.