Between their Delivery and Ops, Tech and Corporate roles, Hermes are in an incredibly fierce and competitive market for the best talent. That means having a clearly defined employer brand with compelling and differentiated propositions is vital to stand out and be a successful employer of choice.
This was a noticeable area of weakness for Hermes when they came to us. Despite their hunger and drive to be the best in class in their sector, their lack of internal and external identity as an employer limited their ability to consistently attract and engage their people.
With so many emerging competitors, we were challenged to create a new proposition-lead employer brand. One that was differentiated. That was compelling for all audiences. That could communicate clear reasons to join and stay. One that could drive business change. And be used easily and consistently by everyone.
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We began by undertaking comprehensive, business-wide research to help understand exactly what it’s like to work in the varied roles at Hermes from the people who work there day-to-day. We delivered 9 focus groups in addition to sending an employee survey which received record responses. This boosted our confidence and understanding that the propositions that we created were an authentic and truthful representation of what it takes to succeed at Hermes and contextually relevant for their varied departmental roles.
The information gathered from our extensive research informed our creative process where we developed an overarching concept and suite of proposition lead messages. The decision was made to use the existing corporate brand visual identity to provide the framework to deliver the messaging because it was already extremely well-recognised internally and externally.