B&Q Together we can Employer brand
Part of Kingfisher plc, B&Q are one of the largest home improvement retailers in the world. But despite being a market leader for many years, sales and profitability were starting to struggle.
B&Q needed a makeover. They launched a new consumer campaign: Build a life.
But now, they needed a new employer brand to sit alongside it.
We created a 6-phased approach rooted in insight to help them get their mojo back.
Insights
Understand
We researched to make sure we understood B&Q’s brand holistically; internally and externally, as an employer and a business.
Refresh
We turned our research into a prototype version of a refreshed EVP.
Refine
After testing our prototype EVP with B&Q’s employees and members of the National People’s Forum, we created our final model.
Develop
Using our research and finalised EVP model, we developed an employer brand that would resonate with employees across the business.
Review
We tested our employer brand concepts to maximise resonance.
Activate
After creative refinement, we activated B&Q’s new employer brand – focusing on internal engagement and external attraction.
Step-by-step, we built B&Q an employer brand that would celebrate who they are, what they do and why they do it.
Together We Can.
We wanted our creative to build on B&Q’s purpose – the belief that anyone can improve their home to make life better. And we wanted it to show that the work B&Q do impacts real people in a real way.
Our creative captured the diverse communities B&Q serve, showing customers ‘Building a life’ because of B&Q colleagues. It paired intriguing headlines with emotive customer imagery and employee polaroids to paint a fuller picture of what it’s like to work at B&Q.
From start to finish, we made sure our audiences, both internal and external, got to know the new B&Q. We targeted Head Office (Store Support) and Store, through various Social, Programmatic, Print and Digital applications.
