EVP/Employer Brand/Culture Change - Direct Line Group

A variety of research types used to create an EVP and employer brand that aligned with a culture change programme and clarified what future hires need to bring, while being cognisant of the variations in day-to-day experiences and environments of those working across the different brands under the DLG umbrella. Deliverables included the development of personas for key skills groups. The resulting employer brand also brought to life the diversity of people within the Group and the D&I journey the business was on. One of its first executions, an employer brand film, saw a huge increase in website traffic, with a 94% increase in users, a 92% hike in new users and a dip in the bounce rate by 13%.