Diageo Global EVP Research

CASE STUDY - deep-dive look into developing their Employee Value Proposition (EVP)

The Challenge:

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo commissioned us to take a deep-dive look into developing their Employee Value Proposition (EVP). This project was seen as a high priority and as such attracted interest from the key decision makers and the most senior leaders of the business. They were interested in finding out about: levels of awareness, good and bad perceptions, attitudes in their market places and what their competitors are getting up to. In essence everything you need to know to understand: what makes them an employer of choice?

The Solution:

Our approach needed to be rigorous – reaching out across their global areas of operation, but we also needed to work swiftly – we had an 8 week project plan to adhere to - from the initial scoping workshop through to the presentation of reports. Our focal point at Diageo (the global employer brand team) was augmented by the set up of a “Dream Team” – regional Talent Engagement experts who were able to bring their local issues and opportunities to the table and help shape the plan. Whilst we developed the surveys they helped us identify the Tier 1 and Tier 2 countries – over 20 in total.

We devised a programme of research that had three main strands:

  • Internal – recent joiners working in target functions and countries
  • External – not working at Diageo but working in target functions and countries
  • Competitors – a blend of direct and non direct employers

Whilst reaching the internal audience was relatively straightforward – targeting a meaningful sample of external people can often be the challenge. Our solution, working closely with our partners Atomik Research provided a guaranteed level of response from our preferred audiences in all target countries.

We programmed our preferred survey tool (Inquisium), ticked all of the legal and data compliance boxes, provided multi-lingual options and made regionalised configurations and then activated our communications plan. Meanwhile we were already knee deep in the data we were collecting about the 11 chosen competitors – identifying rankings, reputation, social activity, website design & localisation and of course understanding their propositions.

The Results:

We received a tremendous response creating substantial data sets for us to analyse and report. 513 internal responses, 2,940 external responses and 11 competitors globally and further 15 regionally - in 4 languages. Because of the way we set up the surveys we were able to cut the data by region and function – thus enabling us to make some in depth analysis.

We made a number of reports and presentations and were delighted to share top-line feedback to the global Talent Engagement and Corporate Relations Teams at a series of “Town Hall” presentations (on site and via video conference).

Nimai Swaroop - Global Director Resourcing

The findings have created the bedrock for a number of business changing initiatives.


We now have a clear understanding of the challenges and opportunities and this is enabling us to make important business decisions that will shape the way we attract, retain and motivate talented individuals at Diageo.


The team at Dawson Walker have provided excellent advice and have been incredibly agile in the way they have delivered this project.

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