Turning employees into ambassadors
Financial and Legal Services
Despite its clear focus on performance and quality, Grant Thornton still puts people and their self-efficacy at the centre of its holistic brand strategy. With a recruitment campaign, Stan Hema has conveyed that attitude to the outside world, generated reach and offered authentic insights into one of the most successful auditing companies in Germany. The result is a brand that people are happy to work for and happy to give work to.
The first phase of the campaign briefly introduces the company’s values and then changes perspective: Grant Thornton makes its own application to potential applicants and asks the question: ‘Are we right for you?’ In the second phase, we let real employees have their say in video testimonials. On camera, they talk about the impact their work has internally and externally. The perspectives could hardly be more different: from a senior manager who advocates for diversity to a single mother who runs a department and a sustainability expert who has made a conscious decision not to work for an NGO.
