When your business is known for its tradition and heritage, it’s tough to build a reputation for innovation and change. Yet, that’s exactly what Lloyds Banking Group (LBG) wanted to do.
Its digital transformation to build the bank of the future depended on attracting and retaining people with the skills to deliver, and who shared its purpose of helping Britain prosper.
Our task? To bring this all together into a compelling Employee Value Proposition (EVP), with a campaign to inspire people around this renewed employer brand.
We kicked things off with a thorough programme of insight-gathering. Through interviews, surveys and workshops with colleagues and candidates, we left no stone unturned. Out of this, we developed the core proposition: ‘Together, we make it possible’, capturing the spirit of LBG’s collaborative culture and purposeful vision.
Next, we developed a creative campaign with storytelling at its heart. LBG’s own people became the heroes, as we created profiles and photography featuring colleagues from all around the organisation.
We brought these to life through LBG’s careers website, videos, articles and ongoing social media. Colleagues also played a key part in our activation strategy, so we made toolkits to help recruiters and employee advocates spread the word.
Want to know more? Read LinkedIn’s write up of this success story on its Talent Solutions site.
