Bringing an employer brand to life

Defining the deal.

Rapid growth spurred KPMG to re-set their People Deal. They mapped the outline of their employer brand to help attract talent and realise the potential of everyone in the UK firm.  The aim was to underscore a fulfilling, high-performing environment in which partners and employees were clear on both the rewards and their responsibilities.

A programme of quantitative and qualitative research revealed the foundations of the People Deal. Development, opportunity, collaboration and accountability were signature attributes. However, the challenge remained: how best to make these qualities meaningful and inspiring for everyone – from summer interns to senior partners.

Bringing it to life. 

The essence of KPMG’s employer brand strategy is contained in its name: Our Deal. Employees’ relationships with the firm are framed as an unwritten agreement. I created an Employer Brand Talkbook that clearly sets this out, showing employees both “the give” and “the get” involved in collaboration, development, promotion and reward. Moreover, I framed the Deal in relation to the other polestars guiding behaviour in the firm – KPMG’s values and purpose. And I demonstrated the senior sponsorship for the project by writing an introduction by KMPG’s Partner for People.

The heart of the Talkbook, however, was a series of career stories. I interviewed KPMG people at all levels, business heads as well as recent graduates, to see how their experiences reflected the deal framework. As these partners and employees were drawn from a variety of teams and at different points in their careers, they had differing expectations of the firm. This made for a rich, engaging set of stories that humanised the strategy, making it relatable for people right across KPMG UK.

Reception and recognition.

The People Deal re-set was supported by an extensive programme of firm-wide communications, with face-to-face, digital and print elements. The Employer Brand Talkbook was the most successful of these elements. Unanimously well-received at all levels, it made the strategy both meaningful and inspiring, putting it in the context of career experiences that were commonly shared across the firm.