With a small employer brand team, LEGO needed to take a dynamic approach to develop target value propositions (TVP) in four key areas: digital technology; LEGO Education; LEGO Manufacturing Czechia and LEGO China. The team developed a workshop anchored in the company’s wider ‘Just Imagine’ EVP and its values, and this was also carried into one-to-one interviews. They surveyed 20,000 applicants to understand their motivation, brand perception and experience during the hiring process.

One of the highlights of the approach was sharing the journey on World Employer Branding Day, where the company hosted an in-house meet-up for 45 employer branding experts at its London hub. It revamped its employer brand resources and toolkits with a more dynamic look, adding more energy and a new LEGO typeface. It then launched LIVE: Behind the Bricks – an engaging vodcast series featuring employees from around the world.

Advocacy workshops have been rolled out to over 300 LEGO colleagues so they can build their skills as brand builders, and there is a community of 46 ambassadors who share their stories across key social channels. The team has also launched a colleague toolkit including everything from employer branding tools to fact sheets and assets for staff to share. LEGO even developed an Instagram filter so people can surround themselves with life at the LEGO group. To assess the impact of all of these activities, in September 2024 the team created an employer brand dashboard, which will reveal more detailed results in 2025.