An authentic EVP that attracts and retains the right people
Industry
Agriculture
Challenge
Attracting and retaining talent in a competitive market
Timeline
EVP Launch
Impact
Authentic EVP co-created with people
The Challenge
The agriculture industry faces a persistent talent challenge: awareness of career opportunities is low, and attracting and retaining people with the right skills and mindset is increasingly competitive. Nutrien Ag Solutions needed to differentiate itself as an employer and articulate what makes working at Nutrien genuinely compelling - before the best people continued to look elsewhere.
Our Approach
Through deep engagement workshops with a broad cross-section of the workforce - from frontline agronomists to corporate leaders - we uncovered the unique aspects of Nutrien's culture that genuinely matter: purpose tied to feeding Australia, diversity of opportunity, strength of local community, and depth of expertise within the business.
Watch the Nutrien Ag Solutions creative execution in action
What We Delivered
- Workshops to identify what matters most to employees across the business
- Identification of EVP pillars and supporting narrative
- Compelling copy and distinctive design for internal and external rollout
- A suite of communication assets to bring the EVP to life across channels
- Production of a launch video to embed the EVP with leaders and employees
The Results
Nutrien now has an EVP that is authentic to their organisation, compelling to potential recruits and meaningful to existing employees - a foundation that supports both attraction and retention across a challenging talent market.
Visuals
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