EVP, Research

EVP Development
Insight and Research

Developing an EVP for Nationwide

Nationwide engaged with Talent Works to gain an understanding of what’s great about working in their contact centres to inform the design of a universal employment proposition.

The Approach

We collected data through survey and group discussions with employees. We also asked a sample of contact centre employees to complete a diary, recording their daily working lives over three days.

The size and profile of the contact centre talent market was established using lifestyle data and candidate interviews.

The Results

  • Identified significant pools of talent and determined the core talent groups
  • Revealed limited awareness of what Nationwide offers as an employer
  • Recognised candidate attraction drivers
  • Established revealed factors that set NBS apart


Talent Works translated these insights into a research message framework, providing our in-house creative team with the material to craft a universal EVP.

We then conducted five additional programmes of research to provide added insight into the contact centre and tech sides of the business, including:

  • Senior Exec interviews
  • Contact centre rankings
  • Competitor mystery shop
  • Tech deep dive of the external perception
  • University relations rankings

The tech deep dive allowed NBS to tailor its EVP message specifically for a tech audience.