Defining an authentic EVP at Principality Building Society

Client profile

Principality Building Society is a purpose-led, member-owned organisation with a strong sense of identity and community impact. As a mutual, its colleague proposition plays a critical role in attracting and retaining talent aligned to its values and customer promise.

Client requirement

Principality wanted to articulate a clear, compelling Employee Value Proposition (EVP) that reflected what it genuinely feels like to work there, and that aligned closely with its Customer Value Proposition (CVP). The aim was not to create something aspirational or generic, but to define an EVP grounded in reality, tailored to different job families, and relevant to both current and future colleagues.

Our approach

Miles Advisory took a research-led approach, starting with deep discovery across the organisation. We explored what colleagues already valued about working at Principality, what motivated people in different roles, and which benefits and opportunities mattered most to them.

This insight helped identify:

• What was already strong and distinctive

• What people genuinely cared about in their work

• Where Principality offered more than colleagues perhaps realised

Using these findings, we developed an EVP framework that brought together culture, role-specific motivators and tangible benefits – ensuring clear alignment with Principality’s CVP and broader organisational purpose.

Impact

The resulting EVP was authentic, credible and owned by the organisation. It provided Principality with a clear, evidence-based framework to support attraction, engagement and retention, while reinforcing the connection between colleague experience and customer promise. Most importantly, it articulated what makes Principality a distinctive and rewarding place to work, rooted in what people value today, and aligned to where the organisation is heading.