Culture & Employer Brand
The driving force behind your brand
It’s not enough to have a great culture,
it has to be the right culture.
We help brands to understand the culture they have today, and the culture they need tomorrow; we then craft the EVP that will take them there: powerful, compelling and differentiating. To inspire and attract talent, fuel growth and navigate change.
Culture is the driving force within any organization. It creates unity and cohesion, shapes ways of working, directs mindset and attitude. So it’s absolutely essential that culture aligns with purpose and strategy. It’s no longer enough to create a great place to work: we need places that create great work. A culture that fosters the ways of working you need to thrive and succeed; and one that actively supports true inclusion, to ensure all are welcome and are enabled to be the best they can be.
Understanding culture
- Understand where you are today
- Decode the needs of your brand and business strategy
- To define the ways, behaviours and mindset you need in the future
EVP and employer brand
- Defining the promise you make to your people
- Creating the deal, setting expectations, articulating the give and the get
- Then powerfully communicating it through employer brand identity and messaging
Belief
Culture can be shaped and guided, directed toward the behaviours and ways of working that your brand and business need. Change need not be a difficult or complex – culture can often be nudged in new directions by simple, carefully considered interventions. It can also be measured, tracked and quantified: and made authentic through hallmarks true to your roots and guiding beliefs.
EVP and employer brand can no longer simply be ‘recruitment advertising’ — The evp articulates the guiding principles that underpin culture: an expression of the demand and offer, the place you’re aiming for and the path you’ll take. The employer brand is both the visual signal of what you stand for, but also the reputation you earn when you deliver on the employment promise.
Inclusion and equity need to be woven throughout everything we do. Not bolted on, but baked in. Not just because this is a moral imperatives, not just because we all have a deep commitment to the communities that support us — but because they simply make organisations better: more creative, more flexible, more imaginative, better able to serve their customers, better able to shape a better future.
Approach
Current culture: we create an understanding of your current culture by listening, observing and absorbing through a detailed culture study: taking on board existing data around the employee experience; running listening exercises live and online across the organization; talking to leaders and managers to understand the reality today; observing the behaviours, rituals and habits that define what you do and how
Future culture: we unpack your brand, business and growth strategy to determine the approach, attitude and behaviours your need to foster: defining them both through narrative and vision, as well as capturing across formal models and measuring them through bespoke dashboards.
EVP: determining not just what you offer to your people, but crucially what you ask for in return: looking at the challenge through five lenses: what your brand demands; what the business needs; what your people want; what the experience is really like; what’s going to set you apart within the talent market
Employer branding: building beyond the core band identity to create a distinctive, differentiated, resonant visual and messaging system that powerfully communicates the evp.
Our Work
Farfetch
Boundary-breaking Farfetch were making hundreds of hires a month to match growth when we met but they needed help answering one big question:‘How could they become where the world’s best talent wanted to be?’ Working closely with leaders, including founder José Neves, we solidified their talent strategy and created a global People Promise to match their radical spirit in an invitation to‘Do what’s never been done’.
Criteo
Criteo came to us to help decode their global culture and develop an EVP to win the hearts and minds of current and future talent. Operating in a highly competitive tech talent market, a unique and differentiated proposition built from their core founder-led values and rooted in their French origins was essential. The answer lay within the people themselves so we went native, running focus groups around the world to uncover the cultural ingredients that make them who they are, introducing a highly playful employer brand identity and culture film to tell the story across their most important talent channels.
Funding Circle
The new people promise was defined at a pivotal moment in Funding Circle’s history. Our work helped them decide what to bring forward and what elements to leave behind in a target culture model and talent offer that stood strong in the ‘new world’ to balance both the business they are and the business they want to be.
