B&Q.
Talent value propositon.
Part of Kingfisher plc, B&Q are one of the largest home improvement retailers in the world. But despite being a market leader for many years, sales and profitability were starting to struggle.
B&Q needed a makeover. They launched a new consumer campaign: Build a life. But now, they needed a new employer brand to sit alongside it. A 6-phased approach was created that was rooted in insight to help them get their mojo back.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Step-by-step, we built B&Q an employer brand that would celebrate who they are, what they do and why they do it.
Together we can.
How was the project executed?
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We researched to make sure we understood B&Q’s brand holistically; internally and externally, as an employer and a business.
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Using our research and finalized EVP model, we developed an employer brand that would resonate with employees across the business.
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We turned our research into a prototype version of a refreshed EVP.
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We tested our employer brand concepts to maximize resonance.
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After testing our prototype EVP with B&Q’s employees and members of the National People’s Forum, we created our final model.
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After creative refinement, we activated B&Q’s new employer brand – focusing on internal engagement and external attraction.
The creative needed to build on B&Q’s purpose – the belief that anyone can improve their home to make life better. And to show that the work B&Q do impacts real people in a real way.
The creative captured the diverse communities B&Q serve, showing customers ‘Building a life’ because of B&Q colleagues. It paired intriguing headlines with emotive customer imagery and employee polaroids to paint a fuller picture of what it’s like to work at B&Q.
From start to finish, it was imperitave that the audiences, both internal and external, got to know the new B&Q. This meant targeting Head Office (Store Support) and Store, through various social, programmatic, print and digital applications.
The results?
Over 2,000 hours users spent engaging with B&Q’s brand.
50% click-to-hire ratio.
150% increase in applications.
