HainesAttract and Fletcher Construction (and the Fletcher Building group) have had a strong working partnership for some time, working on both international and domestic campaigns. Our 'Project You' campaign for Fletcher Construction delivered outstanding results, attracting top-tier talent to New Zealand from offshore markets in both the engineering and construction fields. Closer to home, our award-winning 'SwitchUp' campaign helped low-to-no-experience talent in New Zealand enter the Fletcher Building workforce.
We were excited to once again engage with the Fletcher team, to undertake the EVP and employer brand development for the Fletcher Construction division - one of New Zealand's most iconic building businesses.
This project followed our staged EB methodology, starting with a robust discovery phase of in-depth research and insights gathering. With three brands (Fletcher, Higgins and Brian Perry Civil (BPC)), a total of 3,700 employees, and teams located across the entire country - from offices in major cities, to maintenance crews based in small local communities - this was no mean feat. However, the discovery phase was essential to provide an accurate insight into all the moving parts of the employee experience, across all three of the distinct business that make up the core Fletcher Construction group. Our findings were distilled and consolidated before being shared with the key client stakeholders and project team. These findings were validated, and the core themes agreed to before we moved into actual EVP development.
The next phase of work was the substantial undertaking of EVP development, including creating supporting pillar elements and the first pass of the brand identity/look and feel. The unique challenge here was giving each of the three brands clear distinction, whilst also weaving in an overarching cohesion and similarity at the group level. We developed three expressions for the client, one of which proved to be a front-runner - 'All Set For What's Next'. Not only did this expression provide the basis for the overall EB look and feel (with enough variance for the three brands), but it also formed the EVP, EVP tagline, brand pillars and the supporting brand architecture. It allowed the Fletcher Construction employer brand system to be effective in a practical BAU sense, while leaving scope to create and adapt content as required, for each brand instance.
With the fundamentals of the brand direction approved and the core EVP confirmed, our next task was to create the content and bring it all to life. At the heart of this was a four-day photo shoot across Auckland, Waikato, Hawkes Bay and Wellington - capturing striking, authentic images of the people from the Higgins, Brian Perry Civil and Fletcher Construction teams. Acclaimed New Zealand photographer Spid Pye was commissioned to carry out this key content element, with creative direction from HainesAttract. The images are honest, powerful, and capture the essence of the team and the EVP that lies at the centre of this project. Alongside the photoshoot, talent interviews were done so that we could tap into the pride, purpose and passion of the people at the heart of Fletcher. We've been able to share these stories with the world, to truly bring the brand positioning of 'All Set For What's Next' to life.
The next step was the creation of a full digital brand toolkit, which houses full brand background, usage and application guides, as well as categorised image libraries and copy (including headline sets, copy starters, social media copy and more). We created a comprehensive matrix which allows for essentially endless use cases for content, with content elements mapped to brand pillars, role types, role levels, diversity groups and more - across each of the three businesses. This has made it seamless for the Fletcher team to find imagery and written content that is consistent with the EVP, and that suits each brand and job family. For example, if someone wanted to build an ad for a Road Crew role in Palmerston North, a stand for an exhibition in Auckland or talking points for an elevator pitch, it's all available in the matrix.
The Fletcher Construction employer brand is now prominent in market, and we look forward to seeing more content shared with the world.