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SEPA Values and Employer Value Proposition (EVP)

1. Introduction

1.1.    An organisation with strong values driven by insight, which is united by a common purpose and supported by a positive culture, is a powerful workplace.

1.2.    To support us on our journey to create meaningful values, SEPA has partnered with Chatter, a leading insight-led employer branding agency to co-create SEPA Values and our Employer Value Proposition (EVP). 

2. Overview

2.1 Developing SEPA Values and Employer Value Proposition (EVP)

2.1.1.    On project inception it was agreed that to succeed, the values and EVP had to feel authentic to SEPA, who we are, and who we want to be as an organisation going forward. They needed to resonate with colleagues.

2.1.2.    From the outset, an inclusive approach was adopted. A robust research phase with colleagues across the organisation provided a number of insights through:

• A review of pre-existing data on our history and previous behaviours.
• A colleague survey with 832 responses.
• Focus groups for colleagues and managers concentrating on how people feel, their ambitions, concerns and ideas for moving forward.
• Interviews with senior leaders to get a perspective of their vision for the future.

2.1.3.    This research was the foundation on which the values were developed, reflecting a blend of reality and aspiration. They were also the backdrop to identifying the associated behaviour statements. These underpin the values, defining how we act and interact, ensuring we move forward with a common language and shared purpose.

2.1.4.    The values and associated behaviour statements thereafter provided us with the foundations for an EVP.

2.2 Where we are now

2.2.1.    In April 2024, the SEPA values Purposeful, Professional and Passionate were presented to all colleagues. They were shared through verbal colleague update sessions, through a dedicated SharePoint page, and internal communications.

2.2.2.    A set of leadership behaviours were shared with all colleagues as part of the communications, encouraging managers and leaders across the organisation to think about their impact and lead by example.

2.2.3.    In person drop-in sessions were delivered throughout May 2024 in Aberdeen, Angus Smith Building, Dingwall, Edinburgh and Stirling. These sessions gave colleagues the opportunity to come together and engage in discussion, ask questions and share examples of bringing values into their daily reality. To ensure accessibility, online sessions are also planned over the coming weeks.

2.2.4.    Consistency in language between SEPA values and the EVP is important as we want to attract candidates who resonate with our values and understand the behaviours that are important to our organisation.

2.2.5.    The lead proposition for our EVP is Passionately Purposeful. A detailed position statement describing Passionately Purposeful has been developed and approved by the Corporate Leadership Team. This can be found in Appendix A.

2.2.6.    A powerful EVP communicates a compelling message to both internal and external audiences. It should:

• Immediately demonstrate that SEPA has a purpose and vision, invoking the essence of life at SEPA.
• Combine powerful words to encapsulate the kind of people we want to attract, engage and retain.
• Motivate existing employees and excite prospective candidates. 

2.2.7.    A set of creatives, articulating a brand for SEPA values and EVP has also been developed.

2.3. What is planned over the coming months to embed our values and EVP

2.3.1. To unite us as a community of people who work towards a shared vision and purpose, SEPA values and EVP must be embedded across the employee lifecycle. The graphic below shows the different touchpoints and opportunities the people team will be focussing on.

3. Recommendations

3.1. The Agency Board is asked to note progress and next steps on SEPA Values and Employer Value Proposition (EVP).

Appendix A

SEPA Employer Value Proposition (EVP) Statement

Here at SEPA, we are Passionately Purposeful.

We know having a strong set of shared values is a powerful way to bring us together as an organisation. We’re connected by a passion that drives us to be purposeful in every action we take – to protect our environment, promote our work, and support our people.

That means cultivating a workplace that supports not only our passion and our professional lives, but our personal lives.

When it comes to working on plans, strategies, and priorities, we don’t follow, we lead. Experts at what we do, we collaborate and work towards our shared goals in a professional way, fuelled by our dedication to Scotland’s environment. That means our people have the chance to see the work they do make a genuine, lasting difference on the world.

Every day, our colleagues discover a workplace that’s grounded in respect for our purpose and expertise. Here, they find enriching benefits, meaningful support, and opportunities to learn every day.

So we can be our best and make the biggest impact.

That’s what it means to discover a workplace that’s Passionately Purposeful – for our environment, our people, and for your career.