BETTER EVP Strategy: Redefining What It Means to Love Your Job
Shaping a global employer brand rooted in purpose, people, and performance
📣 5,600 new LinkedIn followers | 📈 62% of roles filled via LinkedIn | 🎥 100+ stories shared | 💬 Thousands of impressions made — with meaning
🔍 The Challenge: A Powerful Culture Without a Clear Voice
Reward Gateway | Edenred had a strong internal culture, but externally, our employer brand lacked cohesion and clarity.
Despite having meaningful employee experiences across every team and region, there was no unifying narrative to guide how we talked about them. Social content felt disconnected from internal communications, limiting visibility and engagement.
Candidates were missing out on the best parts of who we were, and employees weren’t always sure how to support hiring efforts.
We needed an EVP that could attract top talent — and reflect the heart of who we already were.
📌 Background: Building a Brand Around What Matters Most
As the business scaled globally, we recognized it was time to revisit and redefine our EVP.
I led the internal communications and employer brand storytelling strategy behind BETTER: a new, values-aligned framework that captured why people join, stay, and thrive at RG.
We built the EVP around our mission, then brought it to life through six people-first pillars:
Benefits – Competitive, inclusive, and accessible
Equality – A truly inclusive culture across regions
Talent – Growth, empowerment, and development
Technology – Our product powering how we work and connect
Empathy – Transparent leadership and human-first communication
Return – Recognition, flexibility, and shared success
We hire BETTER
🛠️ My Role: Strategy, Storytelling & Scalable Activation
I led the messaging, content development, and internal-external alignment of our EVP strategy, partnering across Talent, Brand, and Marketing to create a system that could grow with us.
Key initiatives included:
Grounded in Insight
Analyzed employee lifecycle data, survey results, candidate personas, and manager feedback
Aligned the EVP with our mission, product strategy, and company values to ensure authenticity
Employee Blog Life at RG
Bringing BETTER to Life
Launched a redesigned Careers Site with personalized content hubs and role-specific benefits
Built the Life at RG blog to showcase employee stories and address real candidate questions
Produced more than 100 new assets, including video interviews, testimonials, and day-in-the-life features
Employee Advocacy & Enablement
Equipped recruiters with EVP-aligned content and refreshed team pages
Encouraged employee amplification of internal stories through social sharing
Shifted internal comms to include external-facing amplification, taking the best of boom! to the world
Our BETTER Guide for employees
Channel Strategy & Optimization
Refreshed People Team-led channels (Facebook, YouTube, Instagram, TikTok) with weekly EVP-aligned content
Integrated BETTER-aligned recognition into eCards and shoutouts
Elevated LinkedIn as a strategic employer brand channel, spotlighting real employees and team culture
💥 The Results: Visibility, Engagement & Advocacy
The strategy translated directly into talent brand momentum and measurable business impact.
📈 105% YoY increase in YouTube views and 177% more impressions
💬 124.5% increase in Instagram profile visits and 349% follower growth
🌐 82,966 LinkedIn page views with 34,273 unique visitors
💼 62% of external hires sourced via LinkedIn, with a 42% YoY increase in roles filled
💌 31% LinkedIn InMail response rate, well above industry average
🧲 63% of engaged candidates had interacted with the brand before — 76% were past applicants
🔊 Added over 100 new videos, blogs, and employee stories to our brand library
❤️ Why It Matters
A strong EVP doesn’t just attract candidates — it builds belief.
BETTER isn’t a campaign. It’s a culture code. It’s how we show up for our people, for our mission, and for each other. By turning our values into real stories — and our people into advocates — we built an employer brand that’s credible, human, and magnetic.
This is what it looks like when you make the world a better place to work — and show the world how.
