Embedding Purpose Through an Authentic Employee Value Proposition

Elevating Aruma’s purpose through a powerful EVP that builds connection, attracts talent and strengthens leadership in the disability sector.

Challenge:

Building connection and pride through a purpose-led EVP

The Aruma brand has redefined what a modern, purpose-led organisation in this sector can and should be. The next step in Putting Purpose into Practice (PPiP) was to develop a compelling EVP that deepened connection with Aruma’s existing team and attracted new talent.

Globally, the disability and care sector faces critical workforce shortages, so finding and retaining skilled staff is increasingly important. Aruma recognised that an authentic EVP could become a genuine point of difference, demonstrating purpose in action while strengthening its position as an employer of choice.

The goal was to create an EVP that would inspire, attract and retain the right people, one that clearly communicated the benefits of a career at Aruma while reinforcing the organisation’s long-standing commitment to human rights.

Approach:

Co-creating with staff and stakeholders

For the EVP to be authentic and effective, it needed to reflect what makes Aruma truly unique, both from the inside and the outside.

Brand Council designed a comprehensive co-creation process engaging current staff, participants, expert recruiters and prospective employees. Workshops and interviews were conducted across roles, departments and regions to uncover the lived experience of working at Aruma, what staff value most and what defines the organisation’s difference.

Through extensive research, depth interviews and workshops, we engaged staff and prospective employees across departments, seniority and regions. Using expert moderation techniques, we built trust and uncovered key drivers, motivators and shared ambitions for the future.

Based on insights gathered through this process, we developed a robust EVP framework that leveraged staff ‘truths’, fully aligned to Aruma’s brand and business strategy, and distinctive within the category.

Solution:

Celebrating the shared ‘HEART’ of Aruma

The resulting EVP was expressed through HEART, a simple, powerful acronym capturing the essence of what it means to work at Aruma:

H = Human rights warriors. E = Enjoy life. A = Awesome participants.

R = Revolutionary. T = Terrific team

Leveraging insights from the staff co-creation workshops and our communications audit, Brand Council developed the implementation plan, all internal communications, launch presentations and team activities to embed the EVP across the organisation.

Once the strategy, key messaging framework, TOV and implementation plan was finalised we managed our chosen creative team ‘Et Collective’ through design of core assets including: internal staff book, posters, digital, and recruitment collateral. Aruma internal team can now inculcate the EVP across all BAU areas and the full employee life cycle.

Outcome: Staff now have a deep sense of ownership, commitment and pride in the EVP, and renewed clarity over the unique opportunities a career at Aruma provides them. The EVP has become a unifying framework for attraction, engagement and retention, giving people a stronger voice and deeper connection.

In a sector where workforce shortages are a global challenge, Aruma’s EVP provides a genuine competitive advantage, embedding purpose not just in words but in the lived experience of its people.