Medibank came to The Animals having already begun work on their Employer Value Proposition (EVP) with Mediacom. They recognised the value of the strategic thinking already underway and wanted us to bring our expertise in brand design and employer branding to complete the project. Our role was to take the EVP foundations and develop a comprehensive Employer Brand Playbook that would translate their employment promise into a practical toolkit for attracting and engaging talent across the organisation.
What is an Employer Brand Playbook?
An Employer Brand Playbook is a comprehensive toolkit designed to bring an organisation’s Employer Value Proposition (EVP) to life. It serves as a guide for how a company communicates its unique promise to employees across every touchpoint—from recruitment and onboarding through to career development and retention.
The Medibank Employer Brand Playbook includes the strategic foundations: their EVP pillars of Support, Care and Energy, the proof points that bring each pillar to life, and the visual and verbal guidelines needed to express this promise consistently. From typography and colour palettes to messaging frameworks and job template construction, the playbook provides teams across the organisation with everything they need to attract and engage top talent.
A well-crafted Employer Brand Playbook ensures consistency, builds trust with candidates, and helps
Inside the Medibank Playbook: Real Recruitment Tools
The Medibank Employer Brand Playbook isn’t just strategy—it’s a practical working document filled with real recruitment assets. The playbook features:
Messaging Frameworks: Carefully crafted language that brings the Support, Care, and Energy pillars to life. These frameworks guide everything from job ads to internal announcements.
Job Advertising Templates: Ready-to-use job ad formats that consistently communicate Medibank’s employment promise while highlighting specific roles. Each template includes headline structures, opening statements, and benefit descriptions that align with the EVP.
Candidate Journey Touchpoints: Strategic messaging designed for every stage—from job search awareness through to candidate offers and onboarding.
Employer Brand Guidelines: Visual standards, tone of voice, and usage protocols that ensure the brand remains consistent across careers pages, LinkedIn, recruitment emails, and interview processes.
Internal Communication Assets: Tools for leaders and teams to communicate the employer brand to existing employees, reinforcing culture and engagement.
This playbook transforms the EVP from an abstract concept into actionable, day-to-day recruitment tools that every team can use.
Why The Animals are Experts in Creating Employer Brand Toolkits
The Animals specialise in creating compelling employer brands that connect organisations with the best talent. Our experience spans brand strategy, design systems, and communications—everything needed to turn an EVP from a conceptual statement into a practical, living toolkit.
We understand that an Employer Brand Playbook is far more than a design document. It’s a strategic tool that guides every interaction candidates and employees have with your brand. From the first job ad they see to their last interaction as a leaving employee, the playbook ensures your employment promise is authentic, consistent, and compelling.
Our expertise in creating these toolkits ensures they are: Not just beautiful, but strategically sound and actionable across every channel and department. Grounded in research and insights that make the EVP meaningful to real people. Flexible enough to work across a large, complex organisation with multiple locations and business units. Focused on delivering real business outcomes—attracting better talent, improving retention, and building employee pride.
The Business Impact: Attracting and Retaining Better Talent
A comprehensive Employer Brand Playbook isn’t a luxury—it’s a strategic necessity for organisations competing for top talent. The benefits extend far beyond recruitment:
Attracting Better Candidates: A clear, authentic employer brand story attracts candidates who genuinely align with your values and culture. When your employment promise is consistently communicated across careers pages, job ads, social media, and recruiting materials, the right people notice.
Reducing Hiring Costs: When your EVP resonates, you attract higher-quality applicants, which means more selective hiring processes, lower application volumes to screen through, and ultimately better-matched hires who stay longer.
Improving Retention: Employees who understand and believe in your employment promise are more engaged and less likely to leave. The playbook ensures that every internal communication reinforces the employee value proposition, building pride and commitment.
Building a Stronger Culture: When all leaders and teams are equipped with consistent messaging and guidelines, your culture becomes more cohesive. Everyone—from recruiters to managers—communicates the same promise, which strengthens culture from day one of employment.
Increasing Your Competitive Edge: In a competitive talent market, a well-crafted Employer Brand Playbook signals that you’re a thoughtful, professional employer worth joining.
