To develop and embed an Employer Value Proposition that gave TSL a unified language for its people and culture — one that resonated across a diverse workforce of over 500 employees spanning corporate and field teams.
Be More became more than a campaign. It became a mindset. Leadership adopted it as a consistent way to talk about people and culture. Staff began referencing it organically in everyday conversations, with phrases like "this is our Be More standard" appearing in performance discussions. It extended into recruitment, giving TSL a compelling and consistent message for potential hires. The EVP continued to shape behaviour and perception long after the initial rollout.