COMMUNITY Leisure trust BPL has seen off strong competition from the likes of the BBC, Natwest and Total Fitnessto win a top award.
In partnership with brand design consultancy WPA Pinfold, the trust’s entry won Gold in the Best Alignment of the Employer Value Proposition with Corporate Brand Values category at the Employer Brand Management Awards.
BPL, which operates 10 leisure facilities across South and West Yorkshire and North Nottinghamshire, launched its Employer Value Proposition last year in order to help staff feel more engaged with the trust’s brand values and better support them on their employment journey.
The EVP aligns with the award-winning brand work BPL and WPA Pinfold previously partnered on – maximising its impact and effectiveness.
Head of Marketing and Branding at BPL Rachel Rinkavage said: “We created our EVP to strengthen our offering to employees across the whole organisation from the moment they join.
“As part of this, we’ve implemented a new onboarding and induction process for new starters to help them feel more supported in their roles and gain a better understanding of our values.
“We’ve also created our ‘Feel Good’ Awards, which are based on our brand values and recognise and reward effort and achievement within our teams.
“Since we launched the EVP, feedback from staff tells us they feel more engaged with our brand values and are proud to work for BPL.
“We’re delighted to have been recognised with this award, particularly being up against such a strong group of finalists in this category.”
Creative Director and Partner at WPA Pinfold Richard Hurst added: “We are very proud of this Gold award for the Best Alignment of the Employer Value Proposition with Corporate Brand Values for our work in partnership with BPL.
“BPL are proof that internal alignment is not only crucial but that it’s transformational for organisations.
“They are an example to other companies that have recently got it wrong – you simply can’t stand for different things inside and outside of your company. Customer and employee strategies must align.
“BPL deserve every success. We are so very proud of the work we have done in the past and what is to come in the future.”
The awards, which took place at the London Park Plaza Riverbank Hotel, celebrate creativity, innovation and commitment to employer branding, with trophies handed out in over 20 categories.