Despite being admired and loved worldwide, few people realise how big and global the LEGO Group is. The range of roles they recruit for or how far you can take a career with them were also relatively unknown. So, our challenge was to change this by revealing the culture, the brilliant people, the unique values and near-endless career opportunities on offer with them.

The LEGO Group had some urgent hiring needs to address first. This enabled us to gain a real insight into their culture and generated lots of awesome UGC we could also use in the creation of their employer brand. This included:

• colleague videos showing individual career journeys
• colleague-hosted GoPro tours of key offices
• a global photography competition that created over 300 pieces of UGC photography.

We added to this by carrying out 19 focus groups and talking to over 80 colleagues across nine different countries. We also ran a candidate perception survey.

As a global organisation, their values of fun, creativity, learning, caring, quality, and imagination resonated in every role, level and geographical location. They were the mortar between the bricks that united everyone worldwide. So, when it came to developing an EVP proposition, attributes and employer brand, the essence of the LEGO Group’s values needed to shine through.

This encourages colleagues and candidates to imagine the endless career opportunities that the LEGO Group offers. To imagine discovering unexplored pathways and new ideas every day. To imagine the sheer scale and scope available, to develop and grow. And to imagine the immense sense of pride that being part of such an iconic brand story brings.

We worked with the LEGO Group to identify the brand ambassadors, then flew to Billund, the home of the LEGO Group, to create some people videos. These brought the essence of Just Imagine to life, created a buzz internally and a springboard on which to build on and launch the employer brand.