Choice Hotels

Choice Hotels were looking to refresh their Employer Value Proposition as part of an overhaul of their entire careers site. The core brief here was to attract corporate professional in a number of functions, while still positioning Choice as a forward-thinking IT employer.

Our Research team combined various research methods to gather the required information to inform a new EVP. This included existing data review, former employee interviews, a potential applicant survey and internal focus groups. At this point, our Creative team worked on concepts and a new brand identity for their careers site.

A creative testing phase was added at the end of the project to determine which of the two preferred concepts would be most inviting for a candidate, and sell Choice Hotels most effectively. The testing produced a clear favourite and we were able to recommend a route that resonated with the audience.

Services: Employer Value Proposition (EVP), Market Research, Data Analysis, Focus Groups, Employee Interviews, Creative Testing Year: 2017