Stories Incorporated captured employee stories that activated an Employee Value Proposition and pillars — learn more in our Lockheed Martin case study.
Lockheed Martin, an aerospace innovator and global defense contractor, developed a traditional Employee Value Proposition (EVP) and achieved great results. After gathering extensive research to analyze market perceptions, employee experiences, and what their leadership aspired their employer brand to be, they developed an EVP that resonated with employees and candidates:
Experience a mission that matters.
This EVP is supported by five foundational pillars which communicate life at Lockheed Martin:
EVP Pillar Stories
Knowing they needed stories to activate all their hard work creating their EVP, Lockheed Martin partnered with Stories Inc. Employee stories were uncovered to communicate each pillar, and employee story content was created to bring those pillars, and the overall EVP, to life.
Capturing Employee Stories
Stories Inc. interviewed 30 storytellers across Lockheed Martin’s three locations and eight business areas. All of these employee storytellers shared multiple, original and personal stories of how they have experienced the EVP and pillars.
Seven compilation videos featured Lockheed Martin employees’ stories, featuring the different and real ways Lockheed Martin’s EVP is lived by its team members. Five of the videos featured several stories to illustrate a supporting pillar.
And, one video supported the overall EVP, with an accompanying shorter, social version of the overall EVP video.
Internal and External Activation of the EVP
Lockheed Martin used the seven videos in a phased approach with its internal and external audiences. They first presented the stories to their HR community with information on how the stories can engage employees, and to their talent acquisition teams with a toolkit on the best ways to use this content library of stories in candidate communications.
Then, Lockheed Martin launched internally to all employees on their employee site. Finally, they shared the stories externally on their career site, social channels and a dedicated EVP webpage.
These videos are the primary content for communicating Lockheed Martin’s EVP to candidates and employees.