In 2022, LEGO Group developed an employer brand under the umbrella of ‘Just Imagine’, informed by 19 focus groups and insight from colleagues over the previous year. But the brand was due for a refresh, and the company wanted to focus on and reach out particular audiences, meaning it needed to build some Target Value Propositions (TVPs). It created TVPs in four key areas: digital technology; LEGO Education; LEGO Manufacturing Czechia and LEGO China, having surveyed 20,000 applicants to understand their motivation, brand perception and experience during the hiring process.

To do this, SMRS worked with LEGO’s employer brand team to develop a research framework that would test different methods such as face-to-face or virtual workshops, interviews and questionnaires. They also equipped and trained local colleagues to run research groups that explored the key themes of Just Imagine. Taking a tailored approach meant partnering with third-party agencies to cover different elements of the project including research in the Czech Republic and creative deployment in China. In all, 150 colleagues took part.

Through different mechanisms, the team identified which employer brand attributes were most pertinent for each region or team, and then developed updated messaging frameworks accordingly. The tailored messaging means the company can better target candidates, and it is about to launch a refreshed look and feel for Just Imagine, including a unique look for the Digital Technology audience. The TVP for Czechia, furthermore, was the first time LEGO had trialled a process for defining and expressing a TVP, which can be taken forward across the business.