The Australian Red Cross Blood Service collects 1.4 million blood donations each year, supplying Australians with safe, high quality blood and blood products, as well as organ and bone marrow services for transplantation. It employs around 3,500 people across the country and relies on over 1,000 non-donor volunteers.
Faced with regulatory and market challenges, the Australian Red Cross Blood Service was transforming its business model and culture to become more commercial and efficient through lean manufacturing. A strategy was required to engage employees in the changes and appeal to people who were typically not interested in joining the organisation. A compelling overarching change narrative and Employee Value Proposition (EVP) were developed, tapping into the rational and emotional drivers for employees and appealing to potential new talent. This work increased employee engagement, improved brand recognition, attracted more commercially experienced people, and led to employees advocating the organisation as a great place to work.
- Developed the strategic change narrative and messaging framework.
- Created, launched and implemented a new, award-winning EVP.
- Produced EVP campaign collateral, including a careers website, video animation, employee stories and other digital content.
- Embedded the EVP across the employee lifecycle, including in the formal induction program and HR policies.
- Developed tailored engagement campaigns for the Transplantation Services, Manufacturing and Medical Services divisions.
“During a time of major organisational restructuring, it [the EVP] assisted employees to come to their own judgements about whether the fit with the organisation remained relevant for them. Pride in the organisation was unleashed as employees were able to connect with the story in a more conscious way.”
Executive Director HR, Australian Red Cross Blood Service