One of Us From Day One – Building JATAPP Employer Brand
EVP for JATAPP: a value proposition that attracts the right people
About the client
JATAPP — is a multi-product company developing high-tech white niche applications that transform how people live, work, and grow. Their portfolio features 20+ amazing products that are loved and used by people all around the world. Today, JATAPP serves 250M+ users worldwide, employs 300+ specialists, and brings 11 years of mobile product expertise.
15
in-depth interviews with the target audience
213
employee survey responses (82% response rate)
5
companies analyzed as part of the talent competitor analysis
2
co-creation sessions with the client during EVP development
The Brief
Develop an employer value proposition (EVP) and communication strategy that allows JATAPP to stand out on Ukraine's job market and attract strong specialists.
What did stakeholders envision at the start of the project?
What we want to achieve:
What we do not need:
A consistent vision of who JATAPP is, with clear positioning—both internally and externally
Understanding of what sets the company apart from competitors
More authenticity in communications: less formal tone, more real people, humor, and genuine culture
Stronger visibility of expertise, so JATAPP becomes known as a hub of strong specialists
Candidates who already understanding what the company does at the interview stage
Unrealistic solutions that can't be implemented
Continued formality in messaging
Artificial positioning that doesn't match reality
One-dimensional narratives about a "calm and boring" workplace
Generic positioning without uniqueness
Tone or messages that feel inauthentic
Long-term goal:
Increase employer brand awareness among key talent segments in Ukraine.
How We Built the Employer Brand
Stage 1.
Internal and External Audit
Before looking for a new strategy, we assessed how JATAPP is perceived from inside the company and how candidates see it on the market.
What we did:
Qualitative research.
Conducted 15 in-depth interviews with JATAPP specialists and members of key talent segments.
Quantitative research.
Collected 213 survey responses from employees (82% response rate).
Competitor analysis.
Examined five major competitors in hiring and their candidate value propositions in detail.
Key insights from the research:
When asked what they liked most about JATAPP, people consistently mentioned their atmosphere and the people around them.
You're heardAtmosphereSupportTeamTransparencyFreedom to make decisionsCommunicationCultureNon-toxic environmentSense of togethernessAutonomyHow people are treatedAutonomy at workWork-life balancePeopleNo pressureHybrid WorkHonestyCommunityProduct communityPace of changeChance to bring ideas to lifeInteresting productSensible managementInteresting tasksGrowth opportunitiesNever boringKnowledge sharingMulti-product company
mentioned mostoftenalso mentioned
"It's 100% the atmosphere at the company—the people around you. When there's support, mutual help, and a generally good atmosphere."
"People play a huge role. We truly have great people and a great team. And honestly, wherever you go across other JATAPP teams, everyone's great too."
"The level of reasonableness among people is so high that in all my time here, there have been maybe a few 'toxic legends'... And they literally became legends. Honestly, I thought we'd lose this hiring bar much earlier, but it's still holding."
Choose the 5 factors you value most:
What do you like most about the company?
Team and people
74.6%
159 votes
Remote work format
64.3%
137 votes
Atmosphere and team interaction
58.2%
124 votes
Non-toxic environment
55.4%
118 votes
Ability to make decisions and influence results
45.1%
96 votes
From an HR perspective:
JATAPP's core strength is clearly people and culture. The top four reasons people like working there all point to people, atmosphere, and environment. This is a foundation that's hard to build and easy to lose.
Stage 2.
Developing the Value Proposition
Using the audit data, we ran a co-creation session with JATAPP's team to shape the foundation of their EVP.
But first, a little methodology behind our approach…
Methodology
The EVP was developed using the Employer Branding Academy by Universum methodology. Its structure consists of three levels:
Core Proposition
[ focus ]
The heart and essence of the employer brand. Answers the question: Why here, and not somewhere else?
Supporting Pillars
[ consistency ]
3–5 enduring qualities that define the employee experience. They ensure consistency across communications.
Proof Points
[ credibility ]
Concrete evidence: facts, cases, and artifacts. They make the EVP credible and tangible.
The right balance
A strong EVP balances authenticity — what is true today — with forward momentum — where the company aspires to go.
The recommended balance is 70/30 or 60/40.
From this session, we defined a structured EVP framework:
EVP Pillars
People, culture & healthy environment
Act & Own It
Growth is the result of your ideas & decisions
Consolidated EVP Structure
And a Core Proposition that became the foundation for all employer brand positioning:
EVP Promise:
Jump in. You're one of us from day one.
Stage 3.
Development of a Communication Strategy for the new EVP
At JATAPP, you quickly realize: oh, these are my people 🫰 People you can be yourself around, take initiative, bring ideas to life, and grow together.
We developed a plan to bring the new proposition to candidates and reinforce it internally through video, social channels, and internal communications.
Employer Brand Positioning Communication
get your team
you're one of us from day one
Sensible, down-to-earth people at JATAPP are the norm, not the exception. Support isn't just something we say. It's how we work every day: people step in, help out, and don't leave you on your own with problems or unclear tasks. Toxicity here only exists in stories about "exes."
get your initiative
don't ask for permission – ask for feedback.
Every task at JATAPP has an owner, and that owner has real freedom to act. Initiative = responsibility here. If you take on an idea, you see it through to the result. What counts isn't "I wanted to" but "I did it, analyzed it, and drew conclusions."
get your career
growth is the result of your decisions
JATAPP is a multi-product company with a short path from idea to experience. Here you can grow, change direction, and move into a new niche. Growth comes from real responsibility and a wide range of products.
Talent Identity
your people
We're not coming up with a new name for teammates. We're creating a feeling:
found my people and finally settled in
I work among my people
I support my people
I recommend my people
I grew up among my people
welcome to your people
built by people like you
Your people are the ones you don't have to play a role around. With them you can take initiative, make mistakes, ask for feedback, grow, and do great work together.
Vibe
Core meaning for the internal assets:
"find your people and settle in";being yourself;no need to prove anything to anyone;team;realness;imperfection;wins and fails;community;trust;support;the feeling that you don't have to play a role;being involved;inside jokes;backstage;festival vibe, or even the vibe of being backstage at a festival.
Visual content that shows a real, lively environment, real actions, the team, what goes on behind the scenes, and expertise without the pretense:
unpolished photo shoots;real emotions;nothing that looks like a studio;backstage;memes from our chats;snippets from behind the scenes;slug;everyday work mess;home office;pets, kids;what happens in meetings;handwritten elements;crossed-out text;real quotes from people.
Tone of Voice
How JATAPP employer brand sounds
The tone of voice should reflect JATAPP's simple reality:
your people, real language, an easygoing atmosphere, work without the pretense.
The tone carries the employer brand promise ("Jump in. You're one of us from day one"). This means JATAPP talks like a team you want to join: simply, directly, warmly, and to the point.
Yours ✔Real ✔Simple ✔Efficient ✔
The JATAPP team is already turning the EVP into communications.
We laid the research and strategic foundation, while the JATAPP team is independently developing the creative strategy and bringing it to life.
"We developed an EVP and communication strategy for JATAPP that will help the company stand out on the Ukrainian job market and attract strong specialists. Most importantly—this proposition resonates with both employees and candidates because it was created together with the internal team, built on audit data and real interview insights, and it's genuinely authentic."
Kateryna Drobot, Founder and Fractional Chief Strategist, Lineup Bureau
“We now have a clear understanding of who we are, what we stand for, and what makes us who we are. Most importantly, our EVP is backed by facts, not just nice words. It’s the foundation we now build on as a team, and it can be translated into communications, merch, events, and any other activities.”
Vladyslava Safronova, Head of Employer Brand, JATAPP
Co-creation lineup
At Lineup Bureau, we believe in long-term partnership and co-creation. We recognize the teams who contributed to developing JATAPP's EVP and communication strategy:
Employer brand works best when it's built systematically, not as a one-off exercise. If you're ready to approach your EVP with structure and clarity, let's discuss your next move.
