Building a vibrant people promise for Vistra.
Overview.
Vistra needed a unifying People Value Proposition to help attract and retain top talent globally. Together, we created a bold, authentic and vibrant people promise that brings their brand to life.
Find out how our expertise in Employee Value Propositions, Communications and Listening did it.
The challenge.
Following a global brand refresh, Vistra needed to ensure their new positioning truly resonated with their people. They were seeking a clear, consistent and compelling answer to one vital question:
“Why should I join or stay at Vistra?”
Operating in an increasingly competitive talent market – particularly across Asia – Vistra faced:
- Difficulty attracting and retaining the caliber of talent clients expected.
- Rising attrition rates in key markets.
- A need to connect their new brand, culture, and values with the real employee experience.
They wanted a distinctive People Value Proposition that had the ability to attract and retain the talent they need to drive long-term business growth. One that was distinctive yet reflective of the employee experience. One that would engage hearts and minds and differentiate Vistra in the market.
The solution.
We partnered closely with Vistra to uncover and define the Vistra Edge — what truly makes them unique as an employer. Through robust listening sessions, stakeholder interviews, and focus groups, we shaped a People Value Proposition rooted in authenticity and aspiration.
Key elements included:
- Development of the PVP framework built around The Deal — what Vistra offers and what their people bring.
- Identification of the three defining “icons” of the Vistra experience:
- Purposeful Progress – growth fueled by purpose and passion.
- Energetic Expertise – smart, optimistic people who drive fresh thinking.
- Global Impact – seamless collaboration that breaks barriers and enables growth.
- Creation of the “Be Vibrant. Be Vistra.” creative platform — a bold, human expression of the PVP.
- Delivery of campaign assets and guidance for activation, including recruitment materials, social content, video storytelling, and onboarding tools.
- Global onboarding and enablement sessions with HR and Talent teams to bring the PVP to life across every touchpoint.
This strategic and creative partnership established a strong foundation for activation in 2025 – designed to start small, scale fast, and think big.
The value created.
The new PVP gives Vistra a unifying people promise that amplifies their brand from the inside out.
It:
- Clearly defines what makes a career at Vistra vibrant and unique.
- Strengthens attraction and retention in competitive markets.
- Equips leaders and teams with the tools to deliver a consistent employee experience.
- Provides a scalable platform to evolve onboarding, engagement, and employer brand activity.
With “Be Vibrant. Be Vistra.” now guiding their people experience, Vistra is poised to deliver on their promise of vibrant careers, global growth, and meaningful impact.
Our client said.
The PVP project has definitely been one of the most enjoyable projects of the year!
– Anne McCormack, Global Communications Director, Vistra
Our expertise on this project.
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EVP
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Communications
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Listening