Malta Employers unveils new brand to reflect future vision

As it marked the start of its 60th anniversary year, the Malta Employers Association unveiled a fresh new brand identity that embodies its evolving role in social dialogue and its future aspirations in service of businesses.

The new brand graphically features a pulsing wave meant to symbolise “the association’s energy and dynamism in fostering a resilient and competitive business climate that benefits employers, employees, and society.”

The brand icon is made up of a series of moving brackets surrounding a person, representing both dialogue and information as the association’s core function, and people, as the heart of all its activity.

Consequently, the association will now drop the MEA acronym from its brand and shall be simply referred to as Malta Employers.

Whilst addressing guests at a special event held at the Manoel Theatre, President Joanne Bondin emphasised her mission to prepare the association for the changes and challenges that awaited it.

She highlighted the creation of strategic committees under her stewardship to path the way forward in terms of membership, communications and digitalisation. The work of these committees was terminated and is now being implemented by the Malta Employers team.

She explained that the brand evolution, which was launched during the event, also incorporated renewed mission, vision and value statements. These were derived through an intensive and inclusive process involving all Council members and a professional management consultant of international repute and exposure.

Director General Kevin J. Borg detailed how member feedback played a key role in shaping the association’s digital transformation. Insights from a membership satisfaction survey, with a 72 per cent response rate, revealed:

• 92 per cent of members expressed satisfaction with their overall experience.
• 85 per cent felt valued as members.
• 91 per cent said Malta Employers effectively addresses their needs.
• The most valued services included professional legal advice, the SME Helpdesk, and accredited HR courses.

Based on this feedback, Malta Employers has enhanced its communication channels, launching a new website and expanding its social media presence, particularly on LinkedIn.

Additionally, its popular newsletters have been redesigned and are now managed through a powerful digital membership platform for more efficient and targeted outreach.

As part of its milestone year commemoration, the association produced special Anniversary Membership Certificates to honour its members’ role in its success. Upon presenting a token certificate to Honorary President Arthur Muscat, Ms Bondin described it as a “symbol of mutual commitment and an acknowledgement of members’ contributions fostering healthy employment relations for a sustainable and dynamic economy.”

With a strong new identity and a future-focused strategy, Malta Employers said it remains committed to championing the cause of upstanding employers and shaping a thriving, competitive, and forward-looking business landscape.