A wee taste of the work I’m able to share…

REA Group values

The REA Group values are the common language shared by employees about who they are and what they stand for. They guide decision making and shape how REA Group people interact with each other, and with consumers and customers around the world.

I had the privilege of helping co-lead the project to refresh the values, so that they would reflect both the strong history in the company and the fast-growing, ever-changing nature of the business. Creating a communications strategy to engage employees in the process was key to making this a success. This included several months of activity to collect feedback from employees — from tough conversations through to fun, ‘caketalk’ events — resulting in more than 800 contributions (from an employee base of 1400). Our approach was to tap into emotions while making it super easy for people to provide their feedback in a number of ways. The contributions were then synthesised and new values wording created and rolled out. It was a large project seen through from a seedling of an idea to a full launch and continuing conversations, to this day. The values are embedded in the business and very much owned by the people who had such a strong say in creating them.

Online and print content

I was part of the talented team writing the content for the refreshed REA Group website. I was personally tasked with creating a set of talent segment paragraphs that would serve as the content replicated across various platforms to reflect the REA Group tone of voice. One such talent segment was our amazing graduates. I created content for graduate online information, awards submissions and brochures to ensure REA Group’s incredible culture was reflected and the process to apply was clear.

“Bec has the unique ability to understand exactly where I was trying to go with our grad program material. The numerous times we collaborated on content, it’s as though Bec has got into my head and been able to translate the intentions of my ideas into meaningful words and messages that accurately reflect our program purpose and experience. Feedback like “this is the most clear and transparent information I’ve ever read on grad programs” in reference to the recent grad brochure Bec helped me on. Undeniable wordsmith and ability to connect with the value proposition.”

- Greg Thom, Graduate Program Manager, REA Group

Strategic storytelling

While heading up the Internal Communications function at Deloitte Australia, I was able to lead the communications of the Deloitte strategy to the 5000-plus employees across Australia. The approach was to tell the strategy through storytelling and ensure strategy was seen as fluid, rather than a once-a-year process. This involved incorporating design thinking, visual representation of the strategy, strategic stoytelling through a futuristic article and an annual communication strategy to keep the strategy alive. I was then able to present the strategy to all employees alongside the Chief Strategy Officer at the quarterly town hall.