One Team.
One Purpose.
One Surrey Police
The Brief
Surrey Police commissioned Altadicta to develop and design a new Employee Value Proposition (EVP) and accompanying employer brand campaign to help attract, engage, and retain a diverse and motivated workforce.
The goal was to define and articulate what makes Surrey Police a distinctive and rewarding place to work, ensuring that its people proposition resonated equally with current officers, staff, and potential recruits across a range of roles — from frontline policing to specialist and support functions.
The new EVP needed to feel authentic, inclusive, and inspiring, grounded in the lived experiences of Surrey Police employees while highlighting the force’s core values of integrity, compassion, and service. Beyond recruitment, the EVP would also serve as a unifying internal narrative — strengthening pride, belonging, and purpose across the organisation.
Our Approach
Altadicta led the project from insight to activation, combining strategic analysis, stakeholder engagement, and creative development to ensure the EVP was both meaningful and actionable. We began by conducting in-depth discovery sessions with a wide cross-section of Surrey Police employees - including officers, staff, and leadership - to understand what truly motivates and connects people to their work.
Through interviews, workshops, and surveys, we uncovered consistent themes around purpose, community impact, and personal growth, which became the foundation for the EVP framework. From these insights, we developed a core proposition statement supported by key narrative pillars that captured the essence of life at Surrey Police - the challenges, the teamwork, and the profound sense of contribution that comes from serving the public. Visually, we translated the strategy into a bold, human-led creative campaign, using real people and authentic stories to express pride, diversity, and purpose. Photography and messaging focused on genuine moments from across the force - bringing to life the emotion and meaning behind the uniform.
To support rollout, we created a full EVP toolkit, including tone of voice guidance, messaging frameworks, visual assets, and digital templates for ongoing recruitment and engagement communications. The toolkit empowered internal teams to apply the new brand consistently across all touchpoints — from career sites and social channels to internal campaigns and events.
