Reinventing the SIX Promise: A Fresh Take on the Employer Brand

In today’s competitive talent market, SIX teamed up with us to rethink its Employee Value Proposition (EVP). What began as a dissection of words grew into an authentic campaign that reflects what working at SIX is all about. 

Setting the Stage: Why SIX Needed a New EVP

When SIX decided to revise its employer branding strategy, one thing was clear: they would need a new employer value proposition - or EVP for short. With a number of employees approaching retirement age, SIX is facing a number of structural challenges. At the same time, employee retention is becoming increasingly important. SIX wants to ensure that it can continue to attract top talent - and a strong employer brand is an important part of this.

Digging In: Finding What Matters to SIX Employees

To find an EVP that felt authentic, we started by diving into culture survey results and talking with the SIX team to get a sense of what employees genuinely value about working there. This laid a solid foundation for a message that would resonate as real—not just another corporate slogan. From there, we explored a few distinct directions, guided by regular check-ins with the client team. Each line was crafted to reflect the company's unique culture, each word and comma was weighted and discussed. In the end, we created an EVP that was clear, relatable, and true to the values of SIX.

Crafting the Message: Bringing the EVP to Life

With the final EVP wording in place, we created a messaging house to give it depth and adaptability. The document explained each part of the EVP and outlined how it would speak to the target audiences. 

We went beyond theory, putting together practical examples like social media posts, job ads, and landing page copy to show how the new messaging would look and feel.

Turning Ideas into Action: Along the Employee Journey

We wanted to make sure the EVP was more than just words. So we brainstormed ways to bring it into everyday life at SIX. Our goal was to make the EVP something employees actually experience at each stage of the Employee Experience journey, not just a promise on a website.

The Launch: Employees Take Center Stage

To kick things off, we decided to put SIX employees at the center of the launch. The idea was simple: through unscripted interviews, they’d share their own stories and experiences, highlighting the variety of perspectives within SIX.  We developed a cohesive visual style—coordinated outfits, matching colors – that added a sense of unity without losing each employee’s unique voice. 

SIX handled the casting, while we partnered with EFFEKT agency to bring the vision to life in their studios. The final campaign, with video stories of candid employee reflections and teaser posters displayed throughout the company's international offices, showcases the people behind the EVP. It brings the SIX values into view through the voices of employees themselves, making the EVP feel real and relevant.