TSB

The digital migration problems of early 2018, combined with a more competitive market for talent, meant that TSB recognised early that it needed to refresh its employer brand.

They wanted a clearly articulated value proposition that described what it meant to be a Partner at TSB, and a framework that could be used to redesign and shape all Partner experiences across the bank.

The Team had already been having conversations with 10% of Partners via Team Listening exercises which we designed in conjunction with TSB in mid-2018 – a great way for TSB to listen and respond to Partners’ day-to-day work experiences.

This data combined with survey results and access to senior leaders across the business gave us a broad range of high-quality internal data points.

We also undertook a measurement exercise with a significant number of prospective Partners looking for a move within the finance sector.

This balance of internal and external insights enabled us to identify a unique Partner promise that captured why people should choose to build their career at TSB over and above other banks.

We defined a deal statement – the value proposition that set out what TSB would deliver for Partners and what it expected from them in return.

Finally, we developed a set of design principles to shape the style and tone of the Partner experience. These will be used to influence how experiences are delivered. The solutions were all evidence-led and tested with external audiences to validate them as fit for purpose.