How we helped a large, multi-brand group resolve its employer brand architecture challenge.

We’ve recently delivered an employer brand for Home Retail Group, the company behind names such as Argos, Habitat and Homebase. The research for the brand build had to answer a number of big questions, not least whether it was best for attraction materials to lead with the Group brand or with the better-known operational ones.

Research streams were complicated, but comprehensive. First, we organised ‘dip’ research across a small sample of the total audience to check assumptions and help us formulate topics for focus groups.


The internal focus groups (eighteen in total) were held across eight locations, and helped establish attraction and retention factors. In addition we held six external focus groups to identify brand perceptions in the wider marketplace, and twenty-two interviews with senior personnel, essentially at C-suite and director level. Findings were later validated by an online survey sent to all Group employees.

The research report highlighted a number of strengths across the Group. Using these, we developed a key theme for the Group Employer Brand, interpreted it for use in operational employer brand communications, and highlighted unique subsidiary propositions for each of the key employment constituencies.

These formed the brief for the next stage of work – developing copy and design ideas that translated the findings into compelling online and offline attraction materials.

Our work in employer brand building

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