Inchcape is a global leading automotive distributor, partnering with the world’s top car brands, and employing 19,000 people. In the last few years, they have grown rapidly, partnering with multiple new OEMs and doubling their operations to 40 markets worldwide. With a bold ambition to lead the industry’s sustainable transition, and continue their fast growth, they are developing data and digital capabilities that offer leading-edge customer experiences.

They needed to define an EVP that was authentic to their unique culture and business, and create an employer brand and an employee experience that delivers outstanding development and progression opportunities, high performance and collaboration. They are also exploring how to launch and embed their evolved business strategy, to align and energise internal and external stakeholders with their vision and plan for the next five years.

Our first phase of work focused on developing rich insights from employees across all regions and job roles, via focus groups and interviews with leaders. This informed a detailed research study, including key talent segment insights that would be used for tailoring both communications and activation strategies.

We presented the research findings to key stakeholders in each region, and there was unanimous enthusiasm for ‘Transforming tomorrow, together’, which captured the ambition and rapid change that the business was undertaking, as well as the key enabler of connected, collaborative mindsets.

We ran three workshops to ideate how to embed the EVP into the candidate and employee experience and developed an extensive EVP playbook that regional People teams could activate locally. This included example key talent messaging, communications copy, social media guidance, content and assets - to execute the EVP.

We were also briefed to support the launch of their updated business strategy, incorporating the new EVP and refreshed master brand. We developed a detailed strategy, with tailored messaging and activations for each key stakeholder group, designing a visual identity and creative assets for use across digital comms channels.

Client feedback and the response from their employees and external stakeholders has been very positive, and the EVP and employer brand have been rolled out at pace. We are continuing our partnership with Inchcape, designing and running a global research project to support employee engagement.