Our relationship with CHOICE started just over three years ago as they identified that CHOICE employees didn’t agree with their values. Overwhelmingly the feedback from their employees was that the values ‘at the time’ were not a reflection of the brand and didn’t embrace what the employees felt CHOICE really stood for.
Armed with that information, almost two-thirds of CHOICE’s workforce participated in our Values Workshop, with the objective of deriving and creating, the true essence of CHOICE. At the end of the workshop, the three values of Truth, Help and Impact emerged. Values that the employees could connect deeply to (because they were involved in creating them) and that supported the brand’s purpose.
The next step was to embed them into the day to day habits of the team. In 2013 CHOICE identified through their annual employee survey a need to address the low perceptions of reward and recognition. The opportunity to combine the roll out of the new values with the launch of their recognition program made sense.