Insights to sustain the scale and success of a new on-demand platform
The challenge
NBC Universal (NBCU) is one of the world’s largest media groups. To better serve the customer of the digital age, the group created Peacock – a brand new streaming platform offering on-demand content from across the NBCUniversal world. But with yet another brand entering NBCU’s complex ecosystem, the group needed to understand how employees experienced this complexity – and how to leverage its newest offering to attract fresh talent.
The solution
Both NBCU and Peacock had plenty worth shouting about, including Peacock’s #4 spot on Fortune’s 100 Best Big Companies to Work For list in 2021. Many of Peacock’s people are “forever fans” of its content, who are as passionate about consuming the channel’s media as its customers. We needed to help convey the brilliant juxtaposition of Peacock, where excitement met stability to create a sense of working at “a start-up within a Fortune 50 business”.
To understand NBCU and Peacock’s unique cultures, we:
  • Explored deep talent insights to understand working life in a complex and forward-thinking environment
  • Conducted a detailed study and analysis of the video-on-demand landscape, ecosystem and technology talent concerns
  • Completed a 360-degree study of the marketplace, identifying key employee and employer needs
The impact
By creating a detailed, evidence-led picture of employee context, needs and sentiment, we’ve enabled NBCU to refine its EVP and realize its potential as a true instrument of culture: acting as a lighthouse for the right people and a filter for cultural fit, to enable scale and success in a super-competitive landscape.
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