The LEGO Group: Speaking their language

In 2022, we developed the LEGO Group’s employer brand, ‘Just Imagine’. Bold and playful, it’s an invitation to imagine all the awesome experiences that await anyone thinking of starting their career at the LEGO Group.

After almost two years of sparking imaginations, Just Imagine was due for a refresh. In particular, we wanted to focus on some key parts of the LEGO Group that had different things to say and different audiences to speak to.

We focused on four key priority recruitment areas – Digital Technology, China, LEGO® Education and LEGO Manufacturing in the Czech Republic. While these areas all shared the same LEGO culture, there were unique stories to tell here and different ways in which the LEGO values and employer brand attributes came to life.

We did some employer brand measurement – running a global candidate survey of 20,000 applicants to see how our existing attributes and proposition were landing. This gave us rich insight into how perceptions differed across the region, business areas and entities and even from team to team.

So now we knew what our audiences wanted to hear. The next step was to find the right things to say to them.

We wanted to give local teams the freedom to take the best approach for them. So we tested different methods to figure out what worked best, trained local colleagues to run research groups and partnered with third-party local agencies to cover various elements of the research and roll out (in China and Czech). Once we had our findings, we brought it all together to identify key themes and points of difference, ensuring it all connected to our global messaging.

For each TVP, we’ve developed…

• a nuanced proposition and attributes that reflects what we learned during our research
• a suite of headlines aligned to the attributes

And for the LEGO® Education TVP, we created a distinct visual style aligning to their brand and held a photoshoot to bring it to life using team members.

Our tailored messaging is being used to better target candidates. We are retesting with candidates to ensure the TVPs are landing with each target audience. We’ve also just launched a refreshed look and feel of Just Imagine, including a unique look for Digital Technology.

Our TVP research has played a huge role in this – giving us new insight to enrich our proposition, messaging and content.