Creating an employer brand for the Bank of the Future
LLOYDS BANKING GROUP
As Lloyds Banking Group (LBG) undergoes huge digital transformation, they wanted to articulate the LBG experience in a new way to all audiences, from entry-level to executives as well as current and future colleagues. Our task was to develop an Employee Value Proposition (EVP) that articulated their evolved positioning, purpose and employee offer – and could attract the right individuals to make their massive digital transformation happen and deliver on their vision of 'Helping Britain prosper'.
After comprehensive research and stakeholder consultation, we developed the brand positioning: 'Together, we make it possible', capturing the spirit of their purpose and culture.