Creating an employer brand for the Bank of the Future
LLOYDS BANKING GROUP
As Lloyds Banking Group (LBG) undergoes huge digital transformation, they wanted to articulate the LBG experience in a new way to all audiences, from entry-level to executives as well as current and future colleagues. Our task was to develop an Employee Value Proposition (EVP) that articulated their evolved positioning, purpose and employee offer – and could attract the right individuals to make their massive digital transformation happen and deliver on their vision of 'Helping Britain prosper'.
After comprehensive research and stakeholder consultation, we developed the brand positioning: 'Together, we make it possible', capturing the spirit of their purpose and culture.
Storytelling was at the heart of the campaign. We profiled and photographed a number of colleagues across different departments and roles.
It’s early days but so far we’ve created a toolkit for recruiters and evolved the careers website, the social channels and the ongoing content strategy.
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