Goats plug into purpose for national grid operator

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AUCKLAND, Thursday: Transpower owns and operates New Zealand’s national electricity grid. As Aotearoa moves towards decarbonisation, the scale and complexity of the grid is set to grow massively in coming years, meaning Transpower’s need for talent is greater than ever.

Last September, after a multiple-agency RFP, Transpower appointed The Goat Farm to help develop and launch its employee value proposition (EVP).

The process saw TGF’s Vaughn Davis and Tim Dixon visit Transpower locations around the country and engage with around 100 staff to uncover what makes working at Transpower so special.

The result, Powered by you, was launched to Transpower staff in March and will form the foundation for employment brand and recruitment advertising over the coming years.

“The battle for talent is on more CE’s minds than the battle for customers. Uncovering a powerful EVP is about the smartest investment a company can make right now.”

Transpower GM People Brighid Kelly says the process and its outcome demonstrate Transpower’s commitment to growing its workforce and the value Transpower places on their people.

“The Goat Farm team understood what we were trying to achieve, worked well with our staff, and together we developed an employee proposition that reflects Transpower’s purpose and the work our people do, for New Zealand.”

TGF owner/CD Vaughn Davis says the Transpower process has set the standard for projects of this type.

“In 2023 the battle for talent is on more CEs’ minds than the battle for customers. Uncovering and expressing a powerful EVP is about the smartest investment a company can make right now, and we’re thrilled that Transpower committed to such a thorough and collaborative process.

“Transpower’s EVP project follows similar TGF engagements for Piritahi, Tonkin+Taylor and Braemar Hospital.”


Client: Transpower
GM People: Brighid Kelly
Organisational Development Manager: Lynne Howard
Agency: The Goat Farm
Creative Director: Vaughn Davis
Business Director: Tim Dixon
Account Director: Angela Etheridge
Senior Designer: Michelle Vohan
Designer: Alana Howitt
Video Director: Garth Badger/Thievery
Stills Photographer Richard Doran

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