In a highly competitive job market, it’s vital for businesses to find the ‘Goldilocks zone’. For Focus Group founder Carlos Jonmundsson, this sweet spot is found at the intersection of research, storytelling and getting real. 

Let’s face it – a lot of employee value propositions (EVPs) feel like they’ve been run through the corporate jargon machine. They’re polished, sure, but they lack authenticity. Instead of reflecting the heartbeat of an organisation, they often mirror what companies think their audience wants to hear. This is where many recruitment campaigns miss the mark. They’re crafted for candidates but forget the people already inside the business – the very employees who live that proposition every day. An effective EVP should resonate just as much internally as it does externally, fostering a culture of pride and belonging while attracting fresh talent.

Focus Creative’s secret sauce: Human-centric storytelling

At Focus Creative, we’ve carved out a niche by flipping the script. Our approach? Keep it human. We believe that the best insights don’t come from boardroom brainstorming sessions; they come from real conversations with real people. Our formula? A gentle, inquisitive process designed to uncover the genuine, sometimes unexpected, truths that define an organisation’s culture. It’s about listening without bias, allowing employees to share their authentic experiences, which often reveal powerful narratives that traditional corporate messaging overlooks.

Take, for example, a healthcare client we worked with. On the surface, they had a reputation for burnout – not exactly EVP gold. However, through employee interviews, we discovered a different narrative. Yes, the work was intense, but those who stayed did so because they felt part of something transformative. Their jobs weren’t just nine-to-five; they were missions. They believed in the impact of their work, finding purpose and fulfilment that outweighed the challenges. We leaned into that, crafting a message that didn’t shy away from the challenge but celebrated the purpose behind it. This approach turned a perceived weakness into a unique selling point, resonating with individuals driven by a desire to make a difference.

William Buck: Finding the ‘Goldilocks zone’

When it came to William Buck, an accountancy and advisory firm, we discovered what we playfully dubbed the “Goldilocks Zone” – a sweet spot that was just right. Not so big that employees felt lost in a corporate maze, but not so small that opportunities were limited. Here was a company where you could make a national impact without getting swallowed by bureaucracy. Employees described an environment where they were known, valued and given the autonomy to grow, yet still had access to large-scale projects that made their work meaningful.

This insight became the bedrock of the campaign. It wasn’t just about policies or perks; it was about lived experiences. We wanted to showcase what it feels like to work at William Buck – the sense of belonging, the balance between professional growth and personal wellbeing, and the genuine connections formed within the team. These were stories that spoke volumes beyond bullet points on a job description.

Enter the ‘I Am’ campaign: A window into William Buck’s culture

From this foundation, the ‘I Am’ campaign was born. Rather than rattling off a list of benefits, we asked a simple, provocative question: Are you experiencing this where you are now? It was designed to linger, to make people pause and reflect. Maybe, just maybe, they weren’t in the right place after all. This question wasn’t just for potential candidates; it was an opportunity for current employees to reflect on their own experiences and reaffirm their connection to William Buck.

But we didn’t stop at clever copy. Authenticity was key. We partnered with William Buck’s team to photograph real employees –capturing both their professional personas and the human beings behind the job titles. This wasn’t stock photography; it was a celebration of the individuals who make William Buck what it is. We highlighted their passions, both inside and outside the office, showcasing the holistic support and recognition they receive. This approach made the campaign relatable, genuine and inspiring.

Breaking the mould: A campaign that refused to blend in

Traditionally, EVP campaigns live in the safe confines of job boards and LinkedIn posts. Not this one. We took it to the streets – literally. Buses, trams, high-traffic areas where not just potential employees but potential clients could see it. This wasn’t just recruitment; it was brand storytelling. A halo effect that positioned William Buck as a firm that values its people as much as its clients. This bold move demonstrated confidence in their culture and a willingness to challenge the status quo, reinforcing their brand as dynamic and forward-thinking.

The playful twist: A smile in the mind

Locking the ‘I Am’ directly into the William Buck logo was our playful nod – a “smile in the mind” moment. It visually reinforced the idea that within William Buck, employees are empowered to be their best selves. It was subtle, but it spoke volumes. And it mirrored the spirit we felt throughout the project: a team that takes its work seriously but never takes itself too seriously. This light-hearted yet impactful design element added a layer of charm and approachability, reflecting the authentic, people-first ethos at the heart of William Buck.

Final thought: An EVP is a window, not a mirror

Too often, companies treat EVPs as mirrors, reflecting back on what they think the world wants to see. But the most powerful EVPs are windows – transparent, authentic and inviting people to look inside. They offer a glimpse into the real culture, values and day-to-day experiences that define an organisation, creating connections that are genuine and lasting.

That’s what we set out to achieve with William Buck. Not just another EVP, but a story worth telling… and seeing. It’s a testament to the power of authenticity in recruitment marketing, proving that when you lead with honesty and heart, you don’t just attract talent – you inspire it.

Carlos Jonmundsson is the founder of Focus Group and has more than 30 years of experience in advertising, marketing and strategy across various industries, including financial services, retail, health, construction and not-for-profits. Jonmundsson has worked for small design groups and large creative agencies in both Australia and the UK.