Reimagining an employer brand that drives sales
Jaguar Land Rover Automotive was at an inflection point. The company was struggling with sales among a few of its brands, due in large part to some recent internal upheaval. They needed to rekindle pride among employees and create a renewed passion within the organization for the work they do.
Because of the massive upheaval, uncertainty, and disillusion within the organization, it was imperative that we gave everyone a voice in the purpose process. We designed a process that included 100s of JLR team members across functions, from the boardroom to the factory, to co-create the purpose. We elevated the work to a level that did justice to the company, its employees, and its brands, and did so in a way that was equitable across every face within the organization.
The purpose work was followed by the creation of a manifesto, used to socialize the message and drive inspiration throughout the organization. The result was a rejuvenated sense of community and passion, resulting in a marked uptick in sales across brands.