EVP Development
Employer Brand Development


Churches of Christ in Qld (CofCQ) is by far the largest and most diverse not-for-profit organisation we’ve worked with.

With 3,000 employees and 900 volunteers across 200 services and 100 communities, they faced challenges with talent attraction and above industry average employee turnover, particularly amongst Youth Workers and males.

We were tasked to identify and articulate CofCQ’s Employee Value Proposition (EVP) to improve the attraction and retention of high quality employees and volunteers, enabling them to face the recruitment challenges that are synonymous with the sector.

Project scope included:

  • Employee insights research
  • Research analysis, EVP development and messaging
  • Creative articulation of the brand, including original photography
  • Develop collateral across key touchpoints
  • Launch and roll out strategy

The team has worked tirelessly to understand our complex, geographically dispersed organisation and the many challenges and restrictions we face. The process has been excellent and the combination of both qualitative and quantitative research has increased the quality of the outcomes. It also allowed us to take our sta on the journey with us, improving internal communications and engagement. We are delighted with the creative concepts, which completely capture the essence of the organisation and what we are seeking to achieve, including giving us a unique branding position in a cluttered, competitive market.

Jessica Tatzenko – Group Manager Marketing


A combination of qualitative and quantitative research was carried out across the organisation.

Extensive research included an interview with the CEO, senior leadership workshops and interviews, employee focus groups and a company-wide eSurvey.

This research provided insights into key employment drivers, identified negative perceptions around working for not-for-pro t, faith-based organisations which were affecting attraction, and served to inform the new EVP and Employer Brand development.

Three very different creative concepts were developed, all aligned with the EVP.

Involving employees in the photoshoot helped to foster a culture of inclusion and engagement, and was a lot of fun too.


The ”Just Imagine” concept was the unanimous winner. A concept that very powerfully brings the organisation’s EVP to life.

By using an eye catching visual technique we allow readers to put themselves in the picture and get a real sense of what it’s like to work for Churches of Christ, and also highlights the satisfaction to be had when you play a vital part in another person’s life.

The brand was rolled out across multiple internal and external communications including careers website, advertising templates, brochures, internal communications and event collateral.