How Canva Brings Its EVP to Life: Insights from Danielle Brodie

In the first episode of the VMJPod’s Employer Brand Series, David Macciocca and co-host Grant O’Donnell sat down with Danielle Brodie, Talent Brand Partner at Canva, to explore how one of the world’s fastest-growing tech companies has co-created and embedded its Employee Value Proposition (EVP).

From founder-led principles to global hiring markets and ambassador initiatives, Danielle shares candid insights on building an EVP that resonates across cultures while staying authentic to Canva’s DNA.

A Founder-Led Approach to Employee Experience

Right from the start, Canva’s EVP has been shaped by its leadership. Danielle explained:

“Our founder and CEO Mel Perkins has deep care and vision for our employee experience. Our default position as a company is thinking about designing a workplace that empowers our team to thrive and do the best work of their lives, because we know that experience is directly connected to how good a product we can create.”

This founder-led mindset has ensured that employee experience isn’t an afterthought, it’s central to Canva’s success.

Designing for Global Markets

As Canva scaled into new countries, Danielle quickly saw the need for a broader lens:

“When I joined we were in about eight very diverse country markets and now rapidly expanding beyond that. From a hiring and EVP perspective, that was something I hadn’t experienced before. We have to be really intentional about designing things globally, otherwise I’d just end up in my Melbourne bubble.”

This global-first approach has helped Canva adapt its EVP to resonate in regions as varied as the Philippines, the US, and Europe.

Weaving the Red Thread Through Employee Moments

Embedding the EVP across touchpoints has become a guiding principle. Danielle described it as creating a consistent narrative:

“We’ve unlocked this EVP. We haven’t designed it, we’ve highlighted what we know to be true in a way that’s more visible and cohesive. We’re weaving that through to make sure it’s reflected in cultural touchpoints and significant moments for Canvanauts — whether it’s onboarding, a seasoned employee, or a new hire.”

This “red thread” ensures that the EVP is felt throughout the employee journey, not just in external campaigns.

Co-Creating with Cross-Functional Teams

One of the reasons Canva’s EVP is so robust is because it wasn’t built in isolation:

“We had a really cross-functional project team. The PVP was shaped by the perspectives of people you might not associate with employer brand — performance, reward, employee listening, and others. That diversity of voices gave us something credible.”

For Danielle, cross-functional collaboration was the key to building an EVP that employees recognise as real.

Running Talent Brand as a Team of One

While Canva is a global company, the talent brand team has remained lean:

“As of right now, it’s just me. But I like to think we punch above our weight. I’ve been in teams of one or two in every other organisation I’ve worked in, so I know it’s possible.”

Her experience shows that impact isn’t about headcount — it’s about prioritisation and saying no when needed.

Empowering Employees Through Ambassadors

One initiative that’s scaled Canva’s employer brand is its Ambassador Program:

“An incredible program was launched a couple of years ago by my coach and some other teammates. We’re really keen to empower Canvanauts to go and speak about Canva and share their experience.”

By enabling employees to tell the story, Canva has multiplied the reach and authenticity of its brand.

Celebrating Proudest Achievements

For Danielle, one project stands out:

“One of my proudest things we’ve ever done is launch a careers website that’s completely custom-designed — no templates. It reflects Canva, and that authenticity has been recognised by a lot of people.”

The careers site has become a showcase for Canva’s brand — authentic, design-led, and aligned with the company’s culture.

Final Thoughts

Danielle’s journey at Canva demonstrates how a thoughtful EVP can scale globally while staying true to local experiences. From weaving the red thread through employee touchpoints to empowering ambassadors, her approach is a playbook for teams of any size.

Whether you’re running employer branding as a team of one or leading a global function, Danielle’s story shows that the key is to stay authentic, collaborative, and intentional about every employee moment.

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