Seeing past the poppy
CASE STUDY: ROYAL BRITISH LEGION - EVERY STREET HAS A STORYbuilding the first ever LEGION EMPLOYER BRAND
The Challenge
Many people know of the Royal British Legion and the work they do to support the British Army, Royal Navy and Royal Air Force, as well as veterans and their families. But not many people think of them as an employer – and with a one-page careers site, it’s easy to understand why. What they needed was an employer brand that would celebrate who they are, what they do and inspire the right kind of talent to join them.
The Solution
It was time for an overhaul. From research and insight, we built a powerful EVP: Every Street Has a Story. Then, we infused it everywhere. With a new careers site, we made sure candidates were clear on why they should join the Legion. Through a LinkedIn strategy and virtual and in-person Open Days, we helped the Legion make meaningful connections with prospective talent. And finally, we streamlined the application process to inspire more people to act on what they’d seen and make the most of every moment of the Legion’s candidate experience.
The Results
It was a BIG success. Not only did 85% of candidates tell us they were ‘very satisfied’ with the overall candidate experience, 90% of the Legion’s hires came directly to them, and 86% of candidates felt they’d really got to know The Royal British Legion brand. The word was finally out. The Legion were being recognised for being so much more than the organisation behind the Poppy Appeal; they were being recognised for being the kind of employer where people go to make an impact.
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