THE CHALLENGE

Emperor were tasked with drawing all this together under an employer brand that would unite the workforce.

Ultimately, we’d be fostering a credible, purposeful and sustainable culture which would drive Crew people to deliver ‘True Crew’.

How do you create an employer brand that’s true to a company’s vision?

OUR APPROACH

To explore the full meaning and relevance of the True Crew internal brand, we held a workshop with representatives from across the business.

This gave us a clearer picture of Crew’s vision and purpose, and helped us to define and articulate the values that enable the Crew team to deliver it.

We knew that it was vital for Crew that their people deliver their brand promise – so that the image of the business matched the experience of it. 

Our employer brand set the stage for this and provided the tools for the Crew team to go forth and deliver.

This brand would unite the workforce as one Crew and give clear direction to individuals and teams.

It would embed those values which inspire behaviours and lead to success. What’s more, it would help to create brand ambassadors and attract the right people to join them.