Co-creating an Employer Value Proposition Rooted in Trust, Care and Purposed
Employer Branding | Employer Value Proposition (EVP) | Internal Insight and Alignment
The challenge
Coquet Trust provides highly sensitive, person-centred care. Much of its work happens quietly, behind the scenes, and by design is not highly visible. While this discretion is central to the Trust’s values, it also creates a challenge when it comes to recruitment and retention.
The organisation needed a way to articulate what makes it a meaningful place to work without compromising confidentiality, overstating impact, or resorting to generic care-sector messaging. The EVP had to feel honest, grounded and credible – something existing employees would recognise immediately, and prospective candidates could trust.
The approach
We worked in close partnership with Coquet Trust to develop an EVP rooted in lived experience rather than aspiration.
Our work began with listening. Through structured conversations with employees across roles and levels, we explored what people value most about working at the Trust, what sustains them in emotionally demanding roles, and what makes Coquet Trust distinct from other care organisations.
Key themes emerged around purpose, trust, responsibility, support and belonging. Throughout the process, particular care was taken with language – ensuring the EVP reflected the calm, respectful tone of the organisation and acknowledged the discreet nature of the work, without diminishing its significance.
These insights were then synthesised into a clear, practical EVP framework that leadership and managers could confidently use across recruitment, onboarding and internal communications.
The outcome
The result was a clear, authentic EVP that captures the reality of working at Coquet Trust.
Key outputs included:
A concise EVP promise articulating the core employee experience
Four clearly defined EVP pillars, reflecting what employees value most
A narrative summary expressing the spirit and substance of the EVP in language suitable for leadership communications, recruitment materials and digital channels
Practical examples showing how the EVP can be brought to life across hiring, onboarding, internal communications and social media
Most importantly, the EVP feels recognisable to staff. It reflects pride without bravado, purpose without pressure, and care without cliché.
Impact
The EVP provides Coquet Trust with a shared language for talking about what it means to work there. It supports more confident, values-aligned recruitment conversations, reinforces trust internally by reflecting employees’ real experiences, and creates a strong foundation for future employer branding and people-focused communications.
It gives voice to the quiet importance of the work and the deep trust placed in the people who do it, without ever losing integrity.
Why it worked
This work succeeded because it was co-created rather than imposed. By starting with listening, respecting the nature of the organisation, and resisting the urge to over-sell, we helped Coquet Trust articulate an employer story that is calm, credible and compelling – exactly like the organisation itself.
Contact us
Let’s talk about clarity, credibility, and connection for your business