Engaging Employees. Insightfully.
Legal & General is one of the UK’s leading financial services providers with over 6,000 employees. In 2009 it launched ‘Every Day Matters’, the organising thought and visual identity around which the business aligned its brand strategy. The challenge was to ensure all employees realised it was the responsibility of everyone in Legal & General to activate this. Employees needed to understand what the brand meant to customers, and they needed to understand what to do in practice to deliver this. In 2010, some engagement activity had begun and generally people were supportive – but it was recognised that a carefully planned approach was required to ensure employees at all levels in the organisation ‘got it’.
How did we approach the challenge?
We conducted a thorough diagnosis to understand the enablers and barriers, and facilitated the Transformation Team to create the vision for change. Using these inputs, we developed an engagement strategy. This was designed to change attitude and behaviour among the Leadership Team, explain what the brand stands for and why it is important and, crucially, demonstrate in a tangible way to all employees how what they do contributes to the success of the brand.
We then developed a balanced scorecard to measure the impact of the programme.
It worked: delivering tangible business results!
+2.9% increase in market share
Share price grew +465% faster than the rest of the market
+24% brand value growth
Improvements in staff morale & recruitment
Published with kind permission.
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BRAND LEARNING developed and helped catalyse our internal engagement strategy, and provided us with a robust and well thought through platform for success. Our results have been staggering. Brand Director