These examples draw on publicly available employer-brand and careers material. They are practical reference points—not an endorsement or a claim of client work.
01 · Global
Unilever Consumer goods
EVP reference Purpose-led careers at scale Challenge: Make a global purpose visible in the everyday employee experience, not simply in corporate communications.
Approach: Connected career development, wellbeing, flexibility and the company’s sustainable-living purpose into a single employment narrative.
Key benefits
Clearer purpose connection Stronger internal mobility story More consistent employer brand Deeper benefits review Attraction
A clear link between personal contribution and sustainable-living impact gives purpose-led candidates a reason to choose the organisation beyond role scope or reward.
Employee experience
Development and internal mobility turn purpose into a lived career proposition, helping people see where they can grow without leaving the business.
Organisational value
A consistent global narrative helps local markets adapt the experience while retaining one recognisable employer promise.
Apply it: Where could your organisation make its purpose tangible through career decisions, development and day-to-day work?
Unilever Careers 02 · United States / Global
Salesforce Technology
EVP reference Values translated into employee experience Challenge: Sustain a values-led culture while rapidly scaling a global technology workforce.
Approach: Built the “Ohana” promise around trust, customer success, innovation, equality and sustainability, supported by volunteering and wellbeing programs.
Key benefits
Distinctive culture signal Values-led attraction Employee community and belonging Deeper benefits review Attraction
The Ohana proposition gives candidates a memorable shorthand for a high-connection, values-led environment.
Employee experience
Volunteering, wellbeing and equality programs reinforce the promise through visible moments that matter—not only recruitment messaging.
Organisational value
A values architecture creates a common decision lens as the workforce grows across functions and geographies.
Apply it: Which existing values could become visible employee experiences rather than words on a culture page?
Salesforce Careers 03 · France / Global
Schneider Electric Energy management
EVP reference Meaningful work in the energy transition Challenge: Differentiate specialist talent propositions in a highly competitive technical labour market.
Approach: Aligned the employee promise with access to energy, sustainability impact, inclusion and globally mobile technical careers.
Key benefits
Mission-led talent appeal Sustainability credibility Broader talent access Deeper benefits review Attraction
Connecting technical roles to the energy transition creates meaningful differentiation for candidates who want their expertise to have social impact.
Employee experience
Sustainability becomes a practical career theme through technical development, international opportunity and work on future-facing problems.
Organisational value
The EVP supports workforce planning by making critical technical careers relevant to a wider, purpose-motivated talent pool.
Apply it: What future-facing business challenge could make your specialist roles more meaningful to scarce talent?
Schneider Electric Careers 04 · United States / Global
HubSpot Software
EVP reference A transparent culture code Challenge: Preserve a high-trust culture while building distributed teams across multiple markets.
Approach: Made its Culture Code public and paired it with flexible work practices, clarity on autonomy and ongoing employee feedback.
Key benefits
Clear candidate self-selection Greater cultural transparency Flexible-work consistency Deeper benefits review Attraction
Publishing the Culture Code lets candidates understand the environment before they apply, improving informed self-selection.
Employee experience
A clear expectation of autonomy and feedback can make flexible work feel intentional rather than dependent on individual managers.
Organisational value
Transparency reduces the gap between employer-brand messaging and the lived experience that drives advocacy and retention.
Apply it: What would candidates learn if you made your real employee expectations radically transparent?
HubSpot Culture Code 05 · Australia / Global
Atlassian Technology
EVP reference Team-first flexibility Challenge: Design an EVP that matched a globally distributed, knowledge-intensive workforce.
Approach: Centred the employee experience on team practices, open collaboration, flexible work and a strong developer community.
Key benefits
Globally scalable flexibility Stronger team identity Authentic technical employer brand Deeper benefits review Attraction
A team-first story signals that high performance and flexibility can coexist, which is particularly relevant to digital and technical talent.
Employee experience
Shared ways of working give distributed teams more predictability around collaboration, autonomy and inclusion.
Organisational value
A flexible model can support access to talent beyond traditional office locations while protecting a cohesive working culture.
Apply it: Which team practices would make flexibility equitable and high-performing in your organisation?
Atlassian Careers 06 · United States / Global
Microsoft Technology
EVP reference Growth mindset as an employment promise Challenge: Re-energise culture and talent appeal during a major organisational transformation.
Approach: Embedded growth mindset, learning, accessibility and inclusive leadership in the employee experience and people-manager expectations.
Key benefits
Shared language for development Inclusive innovation culture Stronger learning proposition Deeper benefits review Attraction
Growth mindset creates a compelling invitation for people who value learning, experimentation and career reinvention.
Employee experience
When managers use a shared development language, employees can better connect feedback, stretch work and learning opportunities.
Organisational value
A learning-oriented EVP can support transformation by making adaptability a visible part of the employment exchange.
Apply it: What shared learning belief could help your organisation navigate its next transformation?
Microsoft Careers 07 · United States / Global
Airbnb Travel technology
EVP reference Belonging beyond the office Challenge: Maintain connection and purpose through a major shift toward location-flexible work.
Approach: Connected the employer brand to belonging, design, community and a clear “live and work anywhere” model.
Key benefits
Compelling flexibility signal Broader geographic talent pool Purposeful employee community Deeper benefits review Attraction
A clear location-flexible proposition speaks directly to candidates seeking greater agency over where and how they live.
Employee experience
Belonging remains central by connecting remote freedom with a common community, purpose and design-led culture.
Organisational value
A deliberate remote proposition can widen geographic access while maintaining a coherent sense of identity.
Apply it: How could your flexibility promise make belonging stronger rather than more difficult?
Airbnb Careers 08 · United States / Global
Adobe Creative software
EVP reference A people-first innovation ecosystem Challenge: Attract creative and technical specialists who expect autonomy, growth and meaningful inclusion.
Approach: Combined continuous feedback, wellbeing, flexible work and a strong inclusion agenda with a creativity-led employer narrative.
Key benefits
Employee-led development Creative talent differentiation Inclusive workplace experience Deeper benefits review Attraction
Creativity, development and inclusion offer a differentiated proposition for people whose identity is closely linked to craft and innovation.
Employee experience
Continuous feedback and wellbeing practices help employees see that performance and personal sustainability are not competing priorities.
Organisational value
A people-first innovation ecosystem can strengthen the conditions for collaboration, experimentation and retention of specialist capability.
Apply it: Which moments in your employee lifecycle either enable or block the creativity your strategy requires?
Adobe Careers 09 · United States / Global
Marriott International Hospitality
EVP reference A career journey in hospitality Challenge: Build retention and progression across a large, diverse frontline workforce.
Approach: Made service culture, internal progression, learning and global opportunity central to its “put people first” employment proposition.
Key benefits
Visible career pathways Frontline retention narrative Consistent global service culture Deeper benefits review Attraction
A visible pathway from frontline role to long-term hospitality career gives candidates a clearer view of opportunity beyond the first job.
Employee experience
Learning, recognition and internal progression make a people-first promise relevant to the daily experience of service teams.
Organisational value
A coherent career story can help sustain service quality by retaining organisational knowledge and building internal talent pipelines.
Apply it: Can your frontline employees clearly see a future with you—not just their next roster?
Marriott Careers 10 · United States / Global
IBM Technology consulting
EVP reference Skills-first workforce value exchange Challenge: Keep talent proposition relevant as technology roles and skills requirements rapidly evolve.
Approach: Invested in skills development, digital credentials, flexible careers and a values-led inclusion platform.
Key benefits
Future-focused learning offer Skills-based talent mobility Clear development ROI for employees Deeper benefits review Attraction
Skills development and digital credentials offer a concrete answer to candidates asking how their employability will grow.
Employee experience
A skills-first approach can make career mobility feel more accessible by focusing development conversations on capability, not tenure alone.
Organisational value
A learning-led EVP supports reskilling, internal mobility and the faster redeployment of capability as client and technology needs change.
Apply it: Which emerging skills could become a more compelling part of your employee value exchange?
IBM Careers Ready to build an EVP your people can feel? Turn best practice into a proposition that fits your workforce, culture and commercial priorities.
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