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AO Recruitment



The challenge

To refresh AO Recruitment's Employer Value Proposition message

The approach
It started with lots of research into EVP messages - looking at various other companies and positioning AO amongst their messaging approach. We then held a listening session with the Employer Brand Manager, where we listened to the language she used to describe the brand's approach to recruitment, and what makes the perfect employee. We then concepted EVP messages, stress-testing all concepts to find the one that worked across all departments and sub-brands of the business - as well as making sure that everything written laddered up to AO.com's brand ethos and mission.

The result
A new EVP headline message and CTA subline for AO Recruitment's January campaign, and a new focus and positioning for the brand going forward.



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