THE CHALLENGE
Being at the heart of the emerging Western Parkland City, and the gateway to the future Western Sydney Airport, Penrith is part of the fastest growing region in Australia. Therefore, one of the key challenges for Penrith City Council is to enhance the engagement and performance of its employees so that the Council can thrive and deliver high quality outcomes for the community.
In alignment with this vision, The Strategy Group was engaged to craft an Employee Value Proposition (EVP) that illustrates the best Penrith City Council has to offer to its current and potential employees.
THE APPROACH
Through the TSG EVP Framework©️ and extensive employee-centred research we were able identify Penrith’s unique working experience.
The Strategy Group used the well-proven TSG EVP Framework©️ to guide the employee-centred research and identify the unique working experience provided by Penrith City Council. An extensive research, including 19 empathetic interviews, 182 focus group participants and 581 survey respondents, allowed us to uncover the most valued EVP framework dimensions and employees’ satisfaction regarding them. This data also uncovered significant differences between groups of employees in terms of what they need, want and value at work allowing us to identify five employee segments.
Through an external analysis of Penrith City Council and competing employers, we identified Penrith’s market position and the external perception of how the council is faring in terms of each EVP dimension.
OUTCOMES
“From the inception of the project, throughout the journey of research, design and execution, The Strategy Group provided a high-quality service, and in particular, demonstrated an exemplary stakeholder engagement and consultation process. They connected and engaged with a range of stakeholders across the business, from Executive Leaders and Heads of Department to subject matter experts and employees who attended focus groups. This ability to work with varied groups and connect with different audiences seamlessly provided our people a safe environment to share and provide input into the EVP process, and our high-quality outcomes would not have been possible without their effort in this area.
In addition, the team from The Strategy Group provided a thorough project management framework and engaged with the EVP Project Team on a regular basis throughout the engagement. They went above and beyond in their work to understand and navigate Council’s culture and environments, as well as the nuances of working in Local Government, which enhanced the quality outcomes they delivered.”
A unique and compelling EVP statement highlighting the strengths of Penrith City Council was developed to attract and retain the workforce of the future.
By identifying the highs and lows of Penrith’s employee experience, we understood which EVP areas are Penrith’s strong points to be included in the EVP statement and which need to be improved.
The EVP statement was carefully co-crafted to ensure it was unique, captivating and relevant to all five employee segments.
Through empathetic interactions with council employees and ideation, a list of opportunities was developed to uplift the council in the EVP segments with the lowest scores. Those opportunities were then prioritised regarding value and effort and turned into a roadmap of tangible actions to be executed in parallel with the EVP communication and socialisation.
