When Taylor Wimpey set out to build their Employer Value Proposition (EVP), they had a clear goal: create genuine and lasting employee engagement. Rather than relying on top-down messaging, the team wanted something organic, sustainable, and built from within.
The answer? An employee advocacy programme that strengthened their employer brand, fostered community, and embedded EVP messaging across the business organically.
Carrie Dunn, Head of HR at Taylor Wimpey, has over 30 years of experience across global sectors. After launching their debut advocacy programme (which also happened to be her first), she shared her thoughts and expertise on how they did it, what they learned along the way, and what advice she’d give to others looking to do the same.
Why employer brand advocacy?
Engaging employees in an EVP is nowhere near as simple as asking them to be engaged. True advocacy needs to come from within, which is why Taylor Wimpey took a different approach.
Normally, we’re good at structured, top-down communication—command, control, project plans. But we wanted something different. We wanted advocacy to feel natural, something that would last beyond a formal initiative.
The goal was to create something that felt less like a corporate initiative and more like a movement—one where employees genuinely wanted to get involved because they believed in the message.
Rather than a one-off campaign, the team saw advocacy as a cultural shift, designed to harness the positivity already present in the organisation and give employees the confidence to share their experiences in their own way.
This shift made advocacy feel more personal, more sustainable, and ultimately, more impactful.
How did you choose your advocates?
Instead of hand-picking ambassadors, they encouraged employees to self-nominate—a decision that proved to be crucial for long-term success. Rather than selecting individuals based on seniority, visibility, or management input, the team trusted that those who genuinely wanted to be involved would step forward. In turn, this ensured that advocacy wasn’t seen as an exclusive or leadership-driven initiativ,e but rather something open and accessible to everyone, regardless of job title, location, or experience.
If people weren’t going to put themselves forward, were they really going to be engaged in the programme?
The results spoke for themselves.
Geographically diverse – Employees from Scotland to Exeter took part.
Cross-functional – The programme wasn’t limited to one department.
Community-driven – Employees naturally formed support networks, strengthening engagement.
By giving people the choice to opt in, Taylor Wimpey ensured that every participant was genuinely invested, rather than simply following a directive.
What's your advice for building an advocacy programme?
After seeing significant success, Carrie shared four key lessons for anyone thinking about launching an employer brand advocacy programme:
Partner with the right people: It’s tempting to think you can do this alone, but unless you have expertise in this space, it’s difficult. Everyone thinks they’re a comms expert, but they’re not!
Balance learning with action: Make sure it’s not just about training—let people start doing things straight away. That’s where the real value is.
Set clear boundaries upfront: Know what’s non-negotiable before you begin. If you hit a red line mid-way, it can be tricky to navigate.
Prioritise community and connection. The support network is just as important as the advocacy itself.
The overall impact
The effects of the programme were felt across the business. It evolved organically as employees saw their colleagues getting involved and felt inspired to partake in their own way.
We never told people to use our EVP language, but they just started doing it. That’s how we know it’s working.
By prioritising authenticity over structure, Taylor Wimpey has created an advocacy programme that feels natural, fosters community, and continues to build momentum from within.
The best employer brand advocacy isn’t forced—it’s fostered. For any company looking to do the same, the lesson is clear: trust your people and support your community.
