For a house-builder whose reputation is all about quality, a new employer brand had to shout about all that they had to offer – preferably from the rooftops.
One of the largest and most acclaimed housebuilders in the UK, Redrow has built a reputation for quality – from creating beautiful homes that people love to live in to delivering an outstanding service to every customer. Not surprisingly, they wanted an employer brand that was just as meticulously crafted.
In such a competitive market, they needed a strong, differentiated EVP to attract the right kind of people to move their business forward. Our job? To position them as the employer of choice for those already working in the industry, while attracting people from across other sectors too.
From day one, we knew the signs were good when 87 per cent of their people responded to an opinion survey – called INSIGHT – the results from which were used to shape the EVP. Clearly, this was a project everyone felt passionate about.
The ‘Making of You’ is focused on the three propositions that resonated most with Redrow’s people – Quality, Evolution and Development (Q.E.D.). This concept was translated to a creative toolkit that could be used by the company’s in-house production team whenever the need arose.
As Redrow’s number of hires rocket from around 100 a year to over 400, the new brand – complete with new website and marketing collateral – will ensure that they don’t only attract the talent they need, but do so at a much-reduced cost.