VWFS: Beyond Expectations

Volkswagen Financial Services needed to reinvigorate their employer brand. They needed to be more competitive in recruiting Customer Service and Digital professionals – roles not normally associated with traditional financial services. They felt they were losing talented candidates to London and wanted to lure these prospective applicants into considering VWFS. Our brand development project began with research, with over 350 employees being involved in focus groups and online surveys.

The takeaways from these sessions were that VWFS are looking for people who would not necessarily consider a job in financial services. From this point we built an EVP based around ‘Beyond Expectations’ – showcasing all of the distinguishing factors that made VWFS an attractive proposition, challenging expectations of financial services and VWFS as an employer. This message launched internally and then externally, as part of a new careers site, photography build-out, people stories and event collateral. We successfully adapted the EVP to attract candidates for Customer Operations, Internships, Graduate Development Programmes.

Services:  Employer Brand, Creative, Employer Value Proposition (EVP), Brand & Insight, Focus Groups, Interviews, Analysis

Year: 2017

VWFS – Mike

VWFS – Julia