A little background

2020 saw the launch of the new Anchor Hanover employer proposition, Transforming Lives Together. This was the creative articulation of the research, findings and definition of their employer value proposition carried out during the Autumn of 2020.

Through their housing for older people and care homes, Anchor Hanover care about people’s individual needs and their everyday lives. They now operate in 85% of local councils in England, with over 9,000 people working in across their 54,000 homes for older people and offices on Bradford and London.

Our approach

What Anchor Hanover needed was an employer proposition (employer brand) that:

  • Represents the culture of modern Anchor Hanover
  • Will resonate with job seekers across caring, housing, customer care and professional
  • Is warm, engaging and inclusive
  • Is centred on the people who work at Anchor Hanover
  • Can be adapted to the media that it is being delivered through

Ultimately, the objective of the new people proposition is to attract, engage and retain better people. So (in the short term) the success of the project would be judged on whether there was a clear rise in traffic to the Anchor Hanover careers website, an increase in applications received by the recruitment team, positive feedback from applicants, a noticeable impact on their employee engagement survey scores, as well as anecdotal feedback from line managers and a decrease in the number of people leaving within the first six month of employment.

Our research

Anchor Hanover identified four core audiences – care, housing, customer care and professional services. It was these audiences that formed the foundation of both the internal and external research, playing a key part in the focus groups, online surveys and in-depth interviews. They were also used to sense-check the results of the research, to act as a sounding board for the initial draft of the key themes and proposition, and then to ratify the core messages that were designed to engage them.

Using this research an organisational employer value proposition (EVP) was drafted, shared and agreed by not only the target audiences, but also the recruitment and senior executive teams. But while an organisational EVP is useful to have it was really the four supporting themes that resonated most with the target audiences.

Our findings

Each group saying that they saw evidence of these themes throughout the business. What quickly became clear though was that different themes resonated well with different areas of the business. This meant that these themes needed to be ‘dialled up’ or ‘dialled down’ depending on the target audience that Anchor Hanover were looking to engage. These themes are:

  • We have a clear purpose and meaning
  • We value each other
  • Our work is engaging
  • We are a business with integrity and ambition
  • We embrace everyone’s potential

Using the findings of the research, Anchor Hanover were able to map the importance of each of these pillars with the expectations of their four key recruitment audiences. These were then translated into short statements and assigned to a key audience of job seekers. This message matrix would form the foundation of the creative development – a message or sentiment that would strongly resonate with its intended audience.

That Little Agency - Employer Branding - Our work - Anchor Hanover Employer Brand - Background Image
That Little Agency - Employer Branding - Our work - Anchor Hanover Employer Brand - Visual Identity Image
That Little Agency - Employer Branding - Our work - Anchor Hanover Employer Brand - Posters Image
That Little Agency - Employer Branding - Our work - Anchor Hanover Employer Brand - Social Media Image
That Little Agency - Employer Branding - Our work - Anchor Hanover Employer Brand - Website Image
That Little Agency - Employer Branding - Our work - Anchor Hanover Employer Brand - Employee Handbook Image

The impact so far

Having launched in 2020 the ‘Transforming Lives Together’ employer proposition is still very much in its infancy with the messaging still being rolled out both internally and externally. But we can already see some very encouraging trends.

  • 57% increase in website visitors
  • 24% increase in the average time spent on the website
  • 34% increase in the average number of pages viewed on the website
  • 31% increase in completed applications

It is clear to see from the data that the new careers website encourages job seekers to spend more time on the website. They are also looking at more pages during their visit. This means that job seekers are digesting more of the detailed departmental information, cultural and social content, and people stories held on the website. Which has resulted in an increase in the number of completed applications.

57
increase in visitors to the website
34
increase in average time spent on website
31
increase in completed applications

If you’d like to know more about this piece of work, just email mark@thatlittleagency.co.uk He’ll bore you about it for hours!