When Direct Line Group split from RBS Group, they had no brand identity. What they did have was the aspiration to be unique in their sector. That, and a short time frame. They had just six months to get back to business as normal. This meant we had to engage their people as a priority. And set out to create an employer brand that encapsulated and got people excited about their new independent status.
We spoke to people from across the company to find out how they felt about Direct Line Group. Using their input, we created an EVP (Employee Value Proposition) that articulates what it means to be part of the company. Then, we produced a new suite of communications. Everything was supplemented by a new creative look, to help create a fresh identity for DLG.
The new brand was built to guide, not control. As such, people were empowered by and attracted to it. Our external communications led to a 17% drop in interview no-show rates, whilst offer acceptance rate improved from 33.3% to 55.4%. And existing staff were engaging with the brand, with one in four visiting the new website in its first month.