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Create an authentic Employee Value Proposition​, develop the Employer Brand and campaign messaging to raise awareness of Aurizon as an employer of choice.

The Brief

Australia’s largest rail-based freight operator, Aurizon, engaged with NeonLogic to craft targeted campaign messages for both active and passive candidates with the relevant skills, emphasising reasons to join and stay

Additionally, they also required to develop a forward-thinking talent attraction framework to align with the goals of all business units and future talent audiences.

What We Did

Applying our Bright Thinking methodology, we kicked off with Discovery conducting research including focus groups, workshops, interviews, surveys, and desktop research.  We uncovered the unique pillars of Aurizon’s EVP, which allowed us to craft an authentic employee promise and a compelling and differentiated Employer Brand message of ‘Look to Aurizon’.

Understanding Aurizon’s audiences’ attitudes and behaviours, we crafted authentic and magnetic messaging, that would resonate with both current employees and external candidates.

Creative concepting demonstrated the application of the employer brand across both online and offline channels.

The Results

Aurizon has commenced the internal launch with positive feedback so far, an external launch planned for late 2023.

“They deliver what they say they will deliver. I would recommend them for their knowledge of the process of developing an employee value proposition, for their preparedness to go the extra mile.”

Tim Conroy/Head of People & Development Aurizon

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