Purpose The goal of '10XthePX' is to explore and address talent attraction and retention challenges faced at ASB post the COVID-19 pandemic. Background ASB's strategy is enabled by our One Giant Leap Transformation which consists of three pillars of which 10XthePX is one with a focus on making the people's experience at ASB exponential in response to talent attraction and retention challenges post pandemic. A people value proposition (PVP) is the unique value that ASB can provide to prospective and current employees i.e. People Promise. It lays out what employees can expect from working for ASB, detailing perks, company culture and other important benefits in exchange for time, effort, and skills. People are at the heart of ASB, and we are a leading employer in today's market. But the market context is changing. In a post-pandemic world, people's expectations about work have shifted. Top talent will have an exponential impact on our purpose and strategy. The pandemic has altered many aspects of the people's experience, changing employees' core expectations about work with a different outlook on life (ranging from where they work to how they interact with customers and each other). Today's prospective and current employees are more conscious of the attributes they look for in their employers, which serve to remind them of why they choose to work for ASB. ASB's PVP requires a shift to a more human deal, orienting towards employees as people not workers, providing an exceptional life not work experience, and focusing on feelings i.e., emotions that match employee needs (Gartner 2021 EVP Survey).

Target user / consumer The current 5,500 ASB staff

Design Challenge ASB has the opportunity to re-imagine its people value proposition (PVP) so that it promotes a strong people experience for our people that defines the essence of ASB - how we are unique and what we stand for, reflecting the changed relationship between employee / employer post pandemic and enabling high performance. ASB is asking you to explore the question How might Project 10XthePX retain and develop the world's best talent who are hungry to make an impact, aligned to ASB's purpose and strategy through a refreshed PVP, that makes a real promise and keeps it through delivered experiences?

Could you please help with the ideation process?