Imago Venues Employer Brand

Imago Venues has a vision of "creating a place where people love to be", which is built on a framework of People and Planet. In order to realise this team culture, it was important to establish the things that people actually love about working for the company, find out how widely held those views were, and somehow correlate them with advocacy in order to position an employer brand that strengthened the things that would build a great culture.

Project scope:

Diagnosis
Loyalist interviews
Quantitative research
Attribute correlation
Employer brand positioning

Life behind the logo.

One thing that came across loud and clear was: "it's the people that make this a great place to work". Often in businesses, there's an awful lot of telling and not very much listening. Senior leaders feel like they need to "communicate" more and more to get any sort of "engagement" but - as George Bernard Shaw famously said - the biggest problem with communication is the illusion it has taken place.

There is far more to any company that the corporate branding or newsletter comms... There's a whole lot of "life behind the logo"!

Loyalist associations...

A vital part of any proper diagnosis is loyalist research. These are the people who love you already. They’re your biggest advocates and crucial to understanding the things you do brilliantly. We spent time asking them why they loved the company and what was at the heart of that love. We talked through the good the bad and the ugly to discover the key attributes that could then be tested against the wider staff base.

Attribute correlation...

Having ascertained the attributes that Imago really excelled at - and what they're loyalist employees really love about working there - it was time to test that in a quantitative way with a survey that went to a representative sample of the company from different departments and pay grades.

The "killer question" on the survey was the NPS question of "how likely are you to recommend working here to a loved one"? This is the equivalent in employer brand terms of the "purchase intent" question and is the ultimate measure of how well your employees perceive you. Applying correlation coefficients to the attributes and advocacy gives a very clear direction as to where the employer brand positioning should go.