N Family Club operate in an incredibly tough talent market. Experienced Nursery Educators are in really short supply and can easily move roles for better compensation, particularly in London and the South East of England where their nurseries are typically based.
They also have really ambitious growth plans to increase their number of nurseries, both in similar areas to where they currently operate and completely new locations where their brand would be completely unknown.
This created a challenging situation for their talent acquisition team.
N Family have a compelling offer as an employer that really sets them apart from their competitors, but hadn’t defined this effectively. With their people and in the market in general there was a feeling that they’re different, but other than their education syllabus it wasn’t clear what that something was.
Therefore they approached Creed to create an employer brand, with particular emphasis on delivering for their Educator and Nursery Management audiences.
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We spoke to people all across their business, from Educator to CEO, as well as analysing some of their key competitors. It was crucial that we captured authentic perspectives from their people as well as understood from their leaders the future strategy so that we could ensure the brand was fit for the future.
We looked at their competitors to understand what propositions they were offering and how well they were evidence, so we could differentiate N Family from the crowd and create an employer brand that would really set them apart and do their unique offering justice.
Following a thorough analysis phase, we came up with an evocative employer brand that celebrated the fantastic part that N Family’s Educators play in developing, inspiring and nurturing the next generation. The employer brand essence being “For dreams of all sizes”
The concept was brought to life with a photoshoot at one of the client’s nurseries. We captured their personality, diversity and warmth in a range of profile shots, whilst speaking to each of the participants to understand their personal dreams and how N Family Club helps realise them.
The first deployment of the employer brand was in a careers site. Animation brough visual elements of the brand popping onto the page, with parallax scrolling and ATS integrations give a richer candidate experience.
With a brand guide and a range of creative executions for media, we gave N Family Club the assets needed to make the brand their own and execute it across the touchpoints on their candidate journey.
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