THIS IS MY OMI - BUILDING AN EVP FROM THE GROUND UP
The most dangerous moment in any organisation's lifespan isn't when it stops growing. It's not even when it stops making money.
The most dangerous moment for any business is when its profit agenda starts to overshadow its
people agenda.
This was the hard truth Old Mutual Insure understood, when they embarked on the critical journey of defining who they are, what they stand for, and what they promise the people who choose them, every day.
An Employee Value Proposition isn't a marketing campaign. It's not a boardroom declaration or a poster
on the wall.
It's the lived experience of what it feels like to work somewhere. And for OMI, that experience had to be authentic, co-created, and owned by their people.
We stepped into a year-long journey that would redefine how OMI thought about talent, belonging, and performance.
THE PROCESS WAS
AS IMPORTANT AS
THE OUTCOME
We didn't start with assumptions. We started with listening. Through focus groups spanning seven businesses, six regions, and over 100 voices, we heard the real OMI story which people were truly living.
What emerged was an authentic people promise, shaped by the insights, experiences, and voices of OMI's very own people.
But an EVP is only as powerful as the conversation
it starts.
"This Is My OMI" became more than a tagline
- it became a shared identity. Through authentic storytelling, video testimonials and genuine dialogue, we helped OMI socialise their EVP in a way that
felt personal.
The launch culminated in something beautifully simple yet profoundly powerful: a physical installation where every OMI colleague could write down exactly why "This Is My OMI" and add their voice to a growing wall of shared purpose.
Hundreds of handwritten cards. Hundreds of personal stories. One collective identity.
THE SHIFT WAS UNDENIABLE
Leaders stopped talking about employee engagement as a nice-to-have. They started embedding people-first thinking into every micro-moment of leadership. Teams began seeing themselves not just as employees, but as custodians of the OMI promise.
Most importantly, OMI proved that when you put people first, performance follows.
Because the organisations that thrive aren't the ones with the best strategy or the biggest budgets.
They're the ones where people wake up every morning knowing exactly why their work matters
- and feeling excited to be part of something bigger than themselves.
At OMI, that something is captured in three simple words:
"THIS IS MY OMI."
And it belongs to everyone who helped build it.