How do you become an employer of choice when most candidates don’t know who you are?
CVS has become one of the UK’s largest veterinary providers. But after inheriting hundreds of practices, each with its own identity, building a consistent employer brand became a bit of a challenge.
The challenge
They needed a unified employer brand that could position CVS as an industry leader, attract talent in an overcrowded market, build pride within their pack, and help employees connect with CVS as a whole, not just their own practice.
In a market like theirs, where talent is scarce and scepticism is high, simply getting by and fitting in wasn’t an option anymore. They needed a brand that made them stand out.
Our solution
Internal surveys, external surveys, focus groups, leadership interviews, and competitor analysis. We did it all to build a picture of what it’s really like to work at CVS. We left no stone unturned.
And after the deep dive, we found a clear was a clear awareness dilemma. Almost half of our employees hadn’t heard of CVS before joining.
But there was also real substance.
The commitment to learning, their inclusive culture, real stability, and drive for clinical excellence. The kind of things competitors boast about, but CVS really had it.
That gave us the direction we needed: to show off just how much CVS is leading the way.
The creative brings this employer brand from the same old same old to genuinely stand out work. Using POV photography from the animal’s perspective, we spotlighted our colleagues – putting the ‘our’ in ‘it’s in our nature’. A creative approach that flips the lens and puts candidates in the moment.
Next – our message. To stand out, we created a message that captured their instinct, dedication to care, and the connection they create with their patients:
“It’s in our nature.”
To bring it to life, our strategy was built on real insights – influenced by our research, our narrative, and our people pillars. We then translated these into a flexible employer brand that could be dialled up or down, depending on the location and the audience, all while staying true to their story.
The result is a brand that unified CVS across the business to show them where they fit in – and where they naturally belong.
The results
Having launched in Q1 2026, CVS is already putting their employer brand to work across their LinkedIn, paid social and careers site.
After all, the real test of a brand isn’t the launch. It’s whether people actually use it.The good news is their teams across the business are fully behind it! From leadership to individual practices, people are using the assets, telling their stories and helping showcase what makes the organisation a great place to work.
