YOUR STORY MATTERS
"This isn't just a place where I work. This is where my story matters."
In 2023, Absa stood at an inflection point. A bold new purpose had been defined –
“Empowering Africa’s tomorrow, together… one story at a time”
– and with it, a call to action that extended beyond strategy. This was about culture, identity, and voice.
The challenge was clear: How do you move beyond the transactional to create something truly transformational? How do you build a workplace where organisational purpose aligns with personal meaning, and where every colleague feels seen, heard, valued, and invested in?
The answer lay in the stories of Absa's people.
WHAT WE BUILT
It started – as so much of TPA’s work does – with deep, respectful listening. Then, across a multi-year journey shaped by disruption and complexity, TPA partnered with Absa colleagues to co-create an Employee Value Proposition (EVP) that felt personal, grounded, and true – shaped directly by the voices and experiences of colleagues across the continent.
Absa was not interested in just another campaign. We responded by co-creating something much more enduring: a shared language of belonging and belief, embedded across every touchpoint
of the employee experience.
The EVP that emerged is anchored in six interconnected pillars that reflect both individual
identity and collective ambition:
Come as you are
– a commitment to co-creating a workplace where everyone is valued, nurtured, and respected
​
We care
– where wellness is a mindset, and people are placed at the centre of every decision
We play to win
– because outperformance is a team sport, and Absa is building the leading digitally powered
bank in Africa
We support and reward you
– with meaningful ownership and value that creates a place to call home
We are a force for good
– architects of positive change, determined to leave the world better
My story matters
– where personal narrative shapes the collective future
Collectively, this proved a cultural compass – expressed through storytelling, celebration, recognition, and honest dialogue. And most importantly, it created a space where people could see themselves in the story Absa is telling.
WHAT CHANGED?
Absa’s impact doesn’t live in abstraction; similarly, their EVP doesn’t live in a deck. It exists and evolves in the moments – in conversations between leaders and teams, in how success is celebrated, in how colleagues are recognised and included.
Across the organisation, purpose has become more than a strategic idea. It is a lived experience.
People started showing up with greater intention. Teams aligned around shared values. Engagement deepened, not through incentives, but through connection. And across functions, countries, and career stages, a new paradigm took hold: performance is personal when purpose is real.
Because when people believe their story matters, they give more, grow more, and stay longer.
And in a bank that serves millions, this kind of human investment builds something far
greater than retention.