A little background
2017 saw the launch of the new Hastings Direct people proposition, Clearly Hastings Direct. This was the creative articulation of the research, findings and definition of their employer value proposition carried out during the Spring of 2017.
Since 2014, Hastings Direct had been using the proposition ‘Refreshingly Straightforward Careers’, but while it was a strong message and resonated well with their target audience of customer service professionals, it was clear that it no longer supported the current recruitment needs of the business. Where there was an increasing demand for talented, senior, commercially driven financial and insurance services professionals.