Co-operators, a leading Canadian insurance and financial services co-operative, has recently developed a new employee value proposition known as the “Employee Promise.” This initiative, aimed at enhancing talent acquisition and retention, aligns with the organisation’s broader strategic goals. This article delves into the processes and changes implemented by The Co-operators, providing insights into their journey and the components of their EVP.

Co-operators’ Employee Promise is built on several foundational elements:

• Career development and growth: The organisation emphasises continuous learning and career advancement opportunities. Employees are provided with resources and support to develop their skills and progress within the company. This includes access to training programmes, mentorship opportunities, and clear career paths designed to help employees achieve their professional goals.
• Inclusive and supportive culture: Co-operators is committed to fostering a diverse and inclusive work environment where employees feel valued and supported. This includes initiatives to promote work-life balance and employee well-being. The company actively promotes diversity and inclusion through various programmes and policies, ensuring that all employees have the opportunity to thrive.
• Competitive compensation and benefits: A comprehensive compensation package is offered, including competitive salaries, performance-based incentives, and extensive benefits designed to support employees’ health and financial security. Benefits include health insurance, retirement plans, wellness programmes, and additional perks such as flexible working arrangements and paid time off.
• Purpose-driven work: Employees at Co-operators are motivated by the organisation’s mission to provide financial security and peace of mind to Canadians. The company’s values-driven approach ensures that employees’ work has a meaningful impact on the communities they serve. This sense of purpose helps to create a strong connection between employees and the organisation’s goals, fostering a sense of pride and fulfilment.

The journey to develop and implement the Employee Promise involved several critical steps:

• Stakeholder engagement: Input from various stakeholders, including employees at all levels, was gathered to ensure that the EVP reflected the true values and needs of the workforce. Co-operators conducted surveys, focus groups, and interviews to gather comprehensive feedback and insights.
• Communication strategy: Effective communication was key to the successful rollout of the Employee Promise. Co-operators used multiple channels to share information and updates, ensuring transparency and fostering a sense of ownership among employees. Regular town hall meetings, internal newsletters, and a dedicated EVP portal were some of the communication methods employed.
• Training and support: Comprehensive training programmes were introduced to help employees understand and embrace the new EVP. These programmes focused on building the skills necessary for employees to thrive in a supportive and inclusive culture. Training sessions covered topics such as leadership development, diversity and inclusion, and digital literacy.
• Continuous feedback and improvement: Co-operators committed to regularly reviewing and refining the Employee Promise based on employee feedback and changing organisational needs. This iterative approach ensures that the EVP remains relevant and effective. The company established feedback mechanisms such as suggestion boxes, regular check-ins, and an employee advisory committee to continuously gather and act on input from the workforce.

Co-operators’ Employee Promise reflects a deep commitment to its employees, emphasising career growth, inclusivity, competitive compensation, and purpose-driven work. By engaging stakeholders, implementing robust communication strategies, and providing ongoing support, Co-operators has created an EVP that not only attracts talent but also fosters a motivated and engaged workforce. This strategic approach positions Co-operators to achieve its goals while maintaining a strong, values-driven organisational culture.