Bringing out the unique EVP of a national icon
Coles Group wanted an insight-led programme of work to define its Employer Value Proposition and provide the foundations for developing a more intentional go to market approach and shaping its reputation as an employer.
TQ Scope
We designed an extensive, modular research programme, covering their corporate workforce segments. Using both qualitative and quantitative research methodologies we investigated the key drivers for different talent segments, along with identifying factors that makes Coles unique.
Outputs
TQ developed a new segmented Employer Brand model that aligned with their purpose, consumer proposition and key behaviours. It demonstrated how to link data and insight, to messaging and activation. We also developed the creative brief, which we handed off to Coles’ creative agency to bring to life. Will Innes was retained as a Strategic Adviser during the creative phases.
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