EVP
EMPLOYER BRAND
TALENT ATTRACTION MARKETING
Potential meets Personal
An employer brand that celebrates its rich heritage while actively engaging and attracting talent.
We created an employer brand to showcase the thriving culture of Saffery. So candidates could discover what was special about them, and colleagues could celebrate it.
The challenge
One of the UK’s first accountancy firms, Saffery lacked brand awareness and stand-out. A polished but old-fashioned brand meant the thriving culture of Saffery took a backseat and candidates couldn’t discover what was special about them, and colleagues couldn’t share or celebrate it.
The solution
A brand new corporate brand with a warm, human and relevant employer brand to complement it. Retaining the premium, keeping the heritage, but this time, with heart. Saffery’s Employer Value Proposition now gives them a distinct and compelling point of view in a crowded market and has already helped deliver significant recruitment wins following a recent 8 week campaign.
“We're one of the UK's oldest accountancy firms and were in the midst of a seismic rebrand to appeal to new and diverse talent and clients. TheTruthWorks guided us through every step in the process. They worked in partnership with us from day 1 - bringing their insights and expertise to create the best possible solution for us. Launch day was a real 'moment in time' for our firm and it was clear that it meant as much to the TTW team as it did to our own. I can't thank them enough for their honest, robust and truthful approach.”
Mark Duhig, Director - Human Resources
Our approach
To create this unique EVP we started with insight so we could fully understand what it felt like to work at Saffery. That insight then informed our strategy which in turn led us to the Employee Value Proposition and then finally, our creative execution.
Saffery Story Book
Employer Brand Film
Employer Brand Toolkit
Saffery careers page rewrite
Branded templates
External engagement
Talent attraction campaign
Before launching the new brand, Saffery heavily relied on costly recruitment agencies - spending hundreds of thousands annually without seeing the right results. With a fresh Talent Acquisition team, we seized the opportunity to leverage the new brand for quick wins.
Tight budgets and deadlines required smart tactics:
Saffery needed to reach talent in the Corporate Tax & Audit fields so we ran sprint immersions to get to know these audiences quickly - understanding candidates' perceptions of Saffery and team dynamics.
Repurposed existing employer branding content, adding targeted messages for each audience.
Used LinkedIn and Google Search to deliver key messages across the UK, with a focus around Saffery offices.
The results
The talent attraction campaign delivered 45 validated applications
in 8 weeks.The number of experienced hire vacancies has halved.
£100ks in savings by focussing on
in-house recruitment.Website visits: 10,000 per month higher
5,000 new LinkedIn followers, a 21% increase.
