In June 2024, Likeable Creative was tasked to help MercyCare communicate the Employee Value Proposition to their workforce.
Retaining staff is a challenge for all aged care and child care organisations, with natural attrition out of the sector and people being recruited to competitors.
MercyCare set a charter to ensure that every employee understood the benefits that MercyCare offered, over and above salary. Importantly, MercyCare wanted to assure every individual he or she was valued, appreciated, and celebrated for doing rewarding and important work.
The draft Employee Value Proposition was a very dry and wordy document, which was a challenging read for a workforce that includes a large number of people for whom English was not their first language.
Likeable Creative suggested a story-book approach, using charming illustrations and simple language, to communicate how much MercyCare people are appreciated and how to highlight what makes working at MercyCare so special.
We created a heart-shaped character called "Carey" as the MercyCare employee who was the hero of the book and all other internal communications materials. We also created the tagline "We love your work. Sincerely, MercyCare" as a signature on all the work.
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The "Carey" character and messaging came to life throughout the organisation on posters in surprising places, lanyards, animated banners on the company intranet, uniform lapel pins, carry bags, t-shirts and, of course, the small book that was presented to all employees.
