About the campaign

Aioi Nissay Dowa Europe (or AND-E) is part of the Toyota family of companies and provides financial and motor insurance services. It wanted to increase its 800-person headcount by 2021 but its biggest challenge was lack of brand recognition in the UK. Many employees didn’t identify as working for AND-E itself as it operates under a number of different customer-facing brands.

BrandPointZero worked with AND-E to develop its brand framework and articulate its purpose, vision and mission – this was presented at an all-employee roadshow in March 2022. Its research included 12 leadership interviews, five employee focus groups, coming up with a people and culture strategy, and reviewing its rewards package. It encapsulated its offer as ‘Empowering you today, so we can lead the way tomorrow’. More than 50 employees became the ‘face of AND-E’ across a range of assets and materials to be used for internal marketing and candidate attraction.

There has been no change in attrition, which is positive in a tight labour market, and agency hires are down. Internal hires have increased and there has been a significant reduction in recruitment costs. The People and Culture team now has solid foundations on which to build the UK employer brand, with a powerful identity and the right channels and platforms in place.