Bringing the employee value proposition to life for housing association L&Q
CASE STUDY
L&Q’s employee value proposition focuses on people sharing their stories. Discover how Dawson Walker made profile films that are different, engaging and effective.
The Challenge:
Having recently developed L&Q’s Employee Value Proposition (EVP) this project was focused on developing new compelling content to bring the employer brand to life.
How could we get across the employer brand and key themes of the Employee Value Proposition in an authentic and engaging way?
The Solution:
We knew that the best way of telling this story would be through L&Q people.
The Dawson Walker creative team decided that film would be the right medium. Our primary channel was going to be LinkedIn. We wanted to make these films compelling, not just standard profile films.
The yellow chair
Our idea was to use the yellow chair prop as a consistent theme filming L&Q people sitting in the yellow chair in incongruous situations - hence we’ve filmed in a lift, in the back of a van and on a roof top to name a few locations.
The L&Q stars
The wonderful L&Q stars brought something that was important to them from outside of work and share a rounded view of L&Q.
A discussion guide was created to help us focus on the Employee Value Proposition themes and working closely with Chris Gillam at L&Q identified individuals to film.
It's important to get across the diversity of people, jobs and locations. The yellow chair and film style would be consistent throughout.
The films
When it came to editing we made one long version of each profile and also a bundle of short soundbites that were suitable for social media. with our Brilliant partners at Summer Isle Films we created and produced these films.
The Result:
The yellow chair has now become an emblem of the L&Q employer brand. It’s the amazing people who sit in it and share their stories who are bringing the brand to life.
Over the past year there have been more than 19,300 views of the films on LinkedIn. This has helped us to increase the number of followers of the L&Q Company page and level of engagement dramatically. More people at L&Q are keen to get involved and as we tell more and more stories from the yellow chair we are able to convey an ever-richer diversity of people and experiences.
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