Project Types: Employee Research
Client: RWE npower
The focus of this exercise was to confirm the key employer attributes of RWE npower in the UK across its many divisions, locations and job types in order to convey an accurate description of the organisation as an employer on a new group careers website.
It was a three-month project involving review and analysis of existing research as well as the development and implementation of a primarily qualitative research programme for existing employee groups in a wide range of locations and job roles. Extensive workbooks were developed in order to capture detailed individual inputs at each of 10 four-hour workshops that were run with RWE npower employees across the UK.
The resulting detailed report provided valuable insights and highlighted big differences in opinions throughout the organisation. However, it was the articulation of a succinct EVP statement driven by precisely articulated employer attributes and key messages that provided greatest immediate value because it directed the subsequent creative development of the website and ensured its relevance to the target audiences – both internal and external.