Alma’s employer value proposition emphasizes courage and cooperation

Alma updated its employer value proposition in the spring of 2024. The previous employer value proposition (EVP) was made several years ago, although validated annually.

– This year we wanted to update the Employer Value Proposition (EVP) and involve people from all Alma countries even more strongly. The EVP project was carried out internally with the international Alma EB Hub team, and hundreds of employees were included through employee surveys and validation interviews, says Lotta Väinölä, Head of Employer Branding at Alma Media.

– During the project, we learned a lot about both the employee experience at a theoretical level, but also about Alma employees, their everyday life, and Alma’s strengths as an employer, continues Lotta.

Alma’s strengths include friendly culture, job with purpose and opportunities for growth

The final EVP includes Alma’s strengths as an employer: friendly culture, job with purpose and impact, and the opportunity to grow.

– The strengths could be found quite easily and were surprisingly similar in different talent groups, and even in different countries. We wanted to create an interesting story around the EVP and we also created “Courage Grows Together” narrative, explains Lotta.

“Courage grows together” summarizes important success factors for Alma as a company. At the same time, it includes a reference to the company’s two important values: courage and teamwork. In a constantly changing business environment, it has been significant that Alma has done cooperation across unit boundaries and boldly tried new business models and even entered new markets. Alma has remained competitive in the revolution of media business.

– It was important for our employees that the story also considers courage from another perspective; from the everyday point of view, where we surpass ourselves, for example, by speaking a foreign language, presenting in front of an audience, or speaking up when disagreeing with others. At Alma we might occasionally need to step out of our comfort zones, but we have a friendly work community to support, continues Lotta.

Shared employer value proposition with room for localization

The EVP serves as the basis for Employer Branding communication. At its best, it can also increase the sense of belonging and sense of equality internally. The elements of the EVP should be offered to everyone regardless of whether someone works as a sales professional in Croatia, as a journalist in Finland, or as a developer in Slovakia.

– However, it goes without saying that the working environment of a salesperson working in Croatia is different from that of a journalist working in Finland. Therefore, the EVP also leaves room for localization, says Lotta.

– The meaningfulness of work, for example, for a journalist, arises from different things than for a salesperson working in the recruitment business. However, both consider their work meaningful, and that is the connecting factor, continues Lotta.

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