Following the split from RBS Group in 2012, Direct Line Group (DLG) asked Havas People to create an employer brand that got people excited about their new independent status. We used employee and candidate insight to create an EVP that articulated what it means to be part of Direct Line Group. We produced a suite of communications supplemented by a new creative look, to help create a fresh identity for DLG which lead to a 22% acceptance rate increase. Following the success of this work (and a few awards to boot) in 2014, DLG came to us for an innovative recruitment strategy that would address a specific hotspot of theirs – their Contact Centre in Doncaster. Challenge DLG were having real problems recruiting for call centre roles, despite having saturated the usual marketing cha

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