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Northern Rail

Northern Rail

An Employer Brand to be proud of

Proud to be Northern

Employer Branding

The brief

As the largest train operating company in the UK, Northern employs 4,900 people across over 470 locations. We were engaged to help them understand what makes Northern different and special. Our research revealed employees took an intense pride in their work and the business was proud of the empowerment and respect it gave its people alongside excellent rewards and development opportunities.

What did we do?

We developed a suite of internal and external comms tools which delivered the message that at Northern you could enjoy a rewarding career full of opportunity, support and trust – where you could ‘Be proud to be Northern’. A new careers site was launched, social media campaigns were deployed and a new media strategy developed.

Internally, Northern wished to engage with its people and show them how they could respect and value each other. As a result, the “You are You” initiative was born. A multi-channel campaign was delivered to current employees and potential candidates via DVDs, websites, HTML e-shots, posters, workshops and event sponsorship.

Anecdotal and empirical results were truly something to be proud of.