The LEGO Group is admired and loved worldwide, but was not as well recognised as an employer. Potential recruits had no idea how big and global the company is, the career opportunities available to them, and the sheer range of roles that the business recruits for. It needed a brand that would show the culture, people, unique values and opportunities behind the bricks. The first step was to bust myths about the LEGO Group as an employer: colleague videos sharing insights of career journeys; a candidate eBook introducing people to the business; and ‘Did you know?’ animations that would shed light on its culture, business and working experience.

Colleagues hosted GoPro tours of key offices, and a ‘sizzle reel’ captured the LEGO Group’s playful spirit on film. Drawing on the power of its much-loved minifigures, they created avatar thumbnails to help recruiters promote their opportunities worldwide. Regional hubs could use distinctive site infographics. A photography competition among employees, ‘The Clicks Behind the Bricks’ showed the real working experiences of LEGO® staff.

To bring together all of the assets it had amassed, the LEGO Group and SMRS recruited imaginative ambassadors to reflect its new employer brand message ‘Just Imagine’ – to invite employees to explore new pathways and ideas every day. They created powerful playbooks and video content to show the brand in action, and launched a ‘vodcast’, an all-access backstage pass to life at the LEGO Group at its Billund headquarters. These were supported by advocacy workshops and engagement sessions, as well as a Just Imagine hero video seen by more than 20,000 colleagues. All of this has had a positive effect on the LEGO Group’s reputation and employees’ understanding of its values, including improved Glassdoor ratings in a number of territories.