Employer brand development
Company: ISG | Sector: Build environment | Scale: £2.4bn T/O, Global | Role: Group Head of Brand
The first of ISG's four key strategic objectives was to be the construction industry's employer of choice. To help achieve this goal it was important to define and establish its employee value proposition (EVP), what it meant to work for the business.
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Working with the board we devised the proposition 'build something special', a concept that interrogated what the company's vision, 'delivering places that help people and businesses thrive' meant for its own people. To realise the new proposition it was broken into three core elements of support:
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Make your mark
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Reach your goals
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Know your value
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Having designed the core elements of the visual branding I led a team of marketing and HR professionals to embed the new EVP across the employee experience. We focussed on talent attraction, new starter induction and celebrating success all tied together with a distinctive graphical identifier and visual theming.
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Principle graphic identifier
Identifier symbol – comprised three blocks representing the three elements of the proposition.
Polaroid photographs provided an immediacy and individualitly for the recording of ‘special’ achievements.
Magnetic polaroid display boards were mounted in all office reception spaces with a system for regular updates.
Above: I led a cross-functional team to redevelope the intranet's Careers hub to align with the new proposition.
Below: Graduate recruitment event display stand and early careers booklet.
Video format for digital noticeboards
New starters received a pack containing a welcome message from the CEO, a brand book and a personalised fleece.
Service
Strategy, Leadership, Creative direction and graphic design
Client
Yondr Group
Date
2019