The DIY Playbook to Refresh & Activate Your EVP with Alexia Ellmers

As organisations scale internationally and evolve through acquisitions, it’s easy for their Employee Value Proposition (EVP) to become disconnected from the current culture. This was the exact challenge Alexia Ellmers, Talent and Employer Brand Manager at Go1, faced when leading the refresh of Go1’s EVP.

I recently chatted with Alexia about Go1’s journey to redefine their EVP—from gathering deep employee insights to embracing authenticity in their video content. She shared how they turned real stories into a cohesive brand narrative that resonates across continents

Why Culture Is Go1’s Greatest Differentiator

Go1 is a purpose-driven ed-tech company with a global mission: to unlock positive outcomes in people’s lives through learning. With teams across Australia, Asia, Europe, and the US, its culture is built on a rich mix of perspectives—united by a shared purpose.

“We’ve found that our culture is a magnet,” Alexia explains. “People are drawn to the impact we make, and the inclusive, high-growth environment we’ve created.”

This culture isn’t just something employees experience internally—it plays a central role in attracting talent who are looking for meaning, inclusion, and real opportunity.

Making EVP Globally Relevant, Locally Resonant

While Go1 enjoys strong brand recognition in Australia, entering and growing in new markets such as Europe and the US has called for a more nuanced approach.

“What resonates in one region might fall flat in another,” Alexia said. “That’s why we take a hyper-local approach—tailoring the message while staying true to our core.”

By adapting the EVP by region, Go1 ensures consistency in brand essence, while making the messaging relevant to local audiences.

From Fragmented Messaging to One Clear Voice

After several acquisitions, Go1’s existing EVP no longer reflected the current business or its evolving people culture. Alexia saw an opportunity to rebuild—not from the top down, but from the inside out.

Her team conducted six global focus groups with 70 top-performing employees and collected over 600 data points. Using tools like Miro and ChatGPT, they analysed the themes and ultimately distilled them into six authentic EVP pillars.

“We didn’t want a top-down EVP,” Alexia shared. “We wanted one built by our people, for our people.”

The Culture Book: A Window into Working Life

One of the standout outputs from the EVP project is Go1’s digital culture book—shared with candidates before their interviews.

This isn’t a glossy brochure. It’s an honest, people-first resource that outlines what life at Go1 is really like—from values and communication style to team dynamics and leadership approach. It even includes a welcome video from the CEO.

“It’s not just about making ourselves look good,” Alexia explained. “It’s about helping candidates decide if we’re right for them.”

Alexia's EVP Refresh playbook

If you’re about to refresh your EVP, Alexia recommends:

• Start with your people – Gather insight from those thriving in your organisation.

• Champion authenticity – Skip the script; let employees speak from their lived experiences.

• Plan for the full lifecycle – EVP isn’t just for hiring. It should reinforce every stage of the employee journey.

• Get leadership buy-in – Hiring managers and leaders should be EVP ambassadors, not bystanders.

🎥 Watch the Full Episode Here 

🎙️🎧 Listen to the Podcast Here