ABOUT

The Creative Brief: With half of the existing workforce used to the ‘old way’ of working, not leaving room for new talent to step in, and with the new target audience thinking L&G is a legal firm, they needed an employer brand to engage current employees and attract new blood too, taking L&G from the past to the future.

The Solution: With ambition, growth and vision at the forefront – and Legal & General’s generous approach to employee welfare in mind – we created the employer brand ‘Find the future you’. With it, the business is able to retain its reputation for taking good care of its employees and its customers, with the new understanding that results and rewards come only from hard work.
With the message developed, it was time to deploy the employer brand. Outside and inside of the business. Attracting candidates and inspiring employees. Driving recruitment and increasing retention. After a bespoke photo shoot, we created a copy-led concept that could be individually crafted for every environment, role and candidate – ranging from photography to more playful 3D elements…

The Result: New employer branding isn’t just about introducing a clever strapline, but getting the entire business to embrace a new way of working and behaving. Even though the success of an employer brand can’t fully be measured in numbers, the increase in applications and the overall, positive internal feedback has shown us that we managed to deliver what Legal & General was looking for. And more.
♥ RAD Award 2017 – Best Employer Brand.