The Challenge
As the UK’s largest digital bank, Lloyds Banking Group is a household name. 28 million customers. 65,000 employees. A giant organisation with a mammoth of a task.
Instead of a traditional finance giant, they wanted to be seen as the dynamic, forward-thinking fintech that they are.
The EVP had been externally developed and was ready to go. Now, we needed to bring it to life.
The Approach
We got to work. Breaking down and understanding the multiple campaign streams needed. Our goal? Get the EVP out into the world, while making sure it meant something to the people it was built for.
That meant:
- Getting clear on what each audience needed.
- Understanding timelines, stakeholders, and briefs across the Talent team.
- Translating the EVP into messages that mattered.
The Human Magic Touch
The project was a monster. Complex, time-pressured and with a volume of requirements that could make a snowman hot under the collar. But we took it in our stride.
We’ve launched hundreds of assets, including:
- Updates to every third-party careers touchpoint.
- Office signage and environmental branding to embed the EVP in physical spaces.
- Career event toolkits and ready-to-go templates.
- A full Career Week campaign focused on development and growth.
And that’s just the beginning. New streams are launching all the time – and we’re right there beside the Lloyds Banking Group team, building momentum.
