Insight
In Australia’s fiercely competitive agricultural sector, attracting and retaining high-quality talent has become a strategic imperative. Although Warakirri Cropping recognised the importance of a compelling employer brand, its existing EVP lacked clarity and cut-through, limiting its ability to attract and engage top regional talent.
Our research—encompassing staff interviews, industry benchmarking, and on-site workshops—revealed that Warakirri had a genuinely strong value proposition. However, their story was not reaching potential and current employees, as the corporate brand primarily addressed investors rather than the people driving day-to-day success. An authentic, audience-focused EVP was needed to position Warakirri as an employer of choice.
Strategy
To position Warakirri Cropping as an employer of choice in a highly competitive sector, we worked closely with leadership, farm teams, and key stakeholders to map employee expectations against market realities. This approach enabled us to identify opportunities for differentiation that transcend standard agricultural EVP offers.
A new Employee Value Proposition was developed, anchored around four distinct pillars—life, Australia, opportunity, and safety—unified under the theme ‘Growing what matters’. This framework powerfully connects Warakirri Cropping’s purpose to the full employee experience, demonstrating that the company delivers more than just functional benefits or remuneration. By using language familiar to agricultural professionals and elevating it with purpose-driven storytelling, we ensured the EVP provided immediate clarity, emotional resonance, and a sense of belonging for both current staff and future talent.
The result is an EVP narrative that positions Warakirri Cropping as a place where employees can make a real impact: contributing to sustainable agriculture, strengthening regional communities, and shaping a rewarding career in a values-led environment.
EVP Brand story
Embrace a career where life, Australia, opportunity, and safety matters.
Join a 100% Australian owned company and experience a family-oriented team culture, uncompromising safety standards, and opportunities for continuous learning.
Warakirri Cropping is building a legacy of exceptional crops, stronger regional communities, and exciting career pathways nationwide. Whether you’re an experienced operator or just starting, we welcome diverse talent with the right attitude.
Take the first step towards a fulfilling agricultural career that truly matters.
Design
To signal this refreshed direction, we introduced a new EVP visual identity that communicates growth, community, and continuity. The new ‘Rolling Hills’ graphic forms the cornerstone of the EVP brand language—symbolising the physical landscapes the teams steward, as well as the personal and professional growth Warakirri Cropping enables. The motif is also designed to subtly evoke graphs, reinforcing ideas of progress and upward trajectory.
A distinctive colour palette and contemporary typographic choices differentiate the EVP communications from corporate-facing materials, making them immediately more human and approachable. Each element was selected to build emotional connection, reinforce the ‘Growing what matters’ theme, and ensure strong standout in talent attraction materials. The visual language now works in tandem with the new EVP to signal Warakirri Cropping’s commitment to both people and performance, helping the brand own a unique, compelling space in the agricultural employment market.
