Research | Strategy | Branding
A landmark Employer Brand for a leading Australian charity
To achieve your ambitions as an organisation, you need the right people on your team. But the world of work has changed. Attracting those you want isn’t about simply offering them a box of benefits; it’s about showing them why what you’re doing today is something they could be a part of tomorrow.
This was the philosophy which underpinned our approach when SunnySideUp was engaged to deliver a new Employer Brand and Employee Value Proposition (EVP) for Sydney Children’s Hospitals Foundation. A year-long project at perhaps the most pivotal moment in the SCHF’s +35-year history, the work helped take this incredible organisation to its next level.
Context
One of the largest and most trusted kids' health charities in the country, SCHF raises funds to help provide all children with access to the best possible healthcare, whenever and wherever they need it.
At the start of 2022 when the world was just beginning to see past the heights of the pandemic, SCHF - known for its forward-looking, proactive approach - was once again quick to move. SCHF turned its attention to growing and strengthening its team. It needed an Employer Brand and EVP built for the times; one which would not only capture the story of who it is today, but would also paint the picture of its ambitions for the future.
The strategic approach
It is hard to overemphasise the importance of this project. The impact of the pandemic had permanently shifted the landscape of employment, irreversibly changing how people viewed not just what they did for work, but who they did it for.
In an immersive internal research phase, the team at SunnySideUp conducted workshops, one-on-one interviews, custom surveying and work shadowing, spending time getting to know members of the SCHF team from across the length and breadth of the organisation. Doing so allowed us to surface with the answers we were seeking: a true understanding of the kind of people that thrived at SCHF, what made them tick, and what it was about working there that made it so special.
People
Knowing that attracting the quality talent SCHF was seeking would mean casting the net wider than before, SunnySideUp geared the Employer Brand and EVP to perform within new sectors and industries outside of the charity space. By extending its reach and influence, the Employer Brand and EVP could help entice talent from other sectors, those with new ideas and approaches who were seeking a strong sense of purpose that lay at the heart of a career at SCHF.
Rollout
Rollout and development of the new Employer Brand and EVP encompassed a wide range of both on and offline material. From the big ideas to the small details, every single touchpoint and interaction within the candidate and employee experience, from applications and interviews to appointments and onboarding, was carefully considered and crafted.
The end result was a cohesive, multi-channel Employer Brand and EVP campaign spanning films, photography, website, social channels, custom onboarding welcome kits, branded merch and an extensive toolkit of communication assets. This was underpinned by a robust and practical design system to guide and inform the creation of new material by SCHF’s internal team.
Results
SCHF’s new Employer Brand and EVP were created during a time of unprecedented change in the employment market. The margins for error were smaller than ever. Since its launch in July 2023, some incredible results have been achieved.
Fully embraced by SCHF’s current team of over 100 employees, it has brought the organisation together by capturing the sense of pride and purpose they share.
The industry has taken notice, with media coverage praising it as "cutting edge” and 'beyond the norm”. This recognition helped SCHF secure a spot on the shortlist for the prestigious AFR Best Places to Work 2024.
Most importantly, the work has translated into tangible outcomes through the Employer Brand and EVP recruitment campaign, including increased reach and exposure. This has led to a higher volume of quality candidate applications, resulting in the appointment of new team members joining SCHF on its mission to go all in for kids’ health.
408% increase in average number of job views per ad
335% increase in users
298% increase in page views for new Careers Page
The SCHF Employer Brand and EVP project has won two awards.
Muse
The Muse creative awards is a global advertising awards platform celebrating excellence and innovation.
Gold | Strategic program - Employee Relations
BETTER FUTURE
BETTER FUTURE is the world’s largest network of design award programs.
GOV Design Awards
Silver | Identity and branding
Testimonial
“We really needed to smash the stigma about working in a charity, and show that, at SCHF, you would be working in an ambitious, forward thinking, innovative organisation with smart people doing great work with real purpose.”
Kristina Keneally
CEO, Sydney Children’s Hospitals Foundation