Paradigm
The brand paradigm is an interactive tool that allows anyone from inside or outside the company to understand the core elements of the employer brand proposition. In building the brand paradigm, we broke the research findings down into four core elements that formed the Bupa employer brand:
Ambitious
If employees want to progress their career, Bupa will give them all the opportunities
they need
Caring
Employees benefit from a supportive atmosphere where there is an open, honest culture
Dedicated
People can make a real difference at Bupa, and their contribution will always be recognised
Proud
Bupa has an excellent reputation people can feel genuinely proud to be part of.
Each layer within the paradigm goes into greater depth, explaining how Bupa live their values, the evidence to support their propositions and a built-in psychological contract of who you need to be to succeed within Bupa. All these points were taken from the research findings, including a selection of comments made by Bupa employees.