CASE STUDY

Nurture Brands

Group Employer Brand Alignment and Integration

Our goal

Employer Branding Africa partnered with Nurture Brands to define and articulate the golden thread that connects its house of sub-brands into a cohesive employer value proposition and a compelling employer brand, enabling Nurture Brands to become a recognisable employer of choice.

Nurture Brands already offered a distinctive value proposition as an employer – characterised by ownership in the true sense, purpose, present leadership, autonomy, and a culture rooted in health, wellbeing and good living. The goal was to bring clarity to these shared EVP drivers and ensure they were clearly understood and lived by employees across the group, while also being communicated compellingly to candidates externally.

This needed to be achieved while honouring the uniqueness of each individual sub-brand. Each brand required the space to express its own employer brand narrative, while reflecting a shared value exchange grounded in the lived employee experience.

What we did

  • Built on insights from an existing employee climate survey through qualitative discovery
  • Facilitated focus groups and one-on-one discussions with leadership and employees across sub-brands
  • Explored lived employee experience, including culture, values, behaviours, leadership presence and brand personality
  • Defined employer brand architecture and value propositions at both sub-brand and group level, including the shared EVP drivers forming the collective golden thread
  • Developed a cohesive group-level employer value proposition
  • Collaborated with Marketing to align on employer branding and recruitment marketing principles
  • Developed employer brand communication and rollout plans
  • Delivered tailored employer brand integration and onboarding with the Talent Management team, embedded into existing ways of working

The business impact

  • Clear and differentiated employer positioning through a defined EVP and well-articulated sub-brand value propositions, positioning Nurture Brands as a recognisable employer of choice.
  • Reduced reliance on external recruitment agencies through a well-articulated employer brand.
  • Improved recruitment efficiencies, with a clarified EVP supporting improved time to hire and stronger role fit.
  • A more compelling and human candidate experience through EVP integration into recruitment tools, including job advertising and recruitment marketing content.
  • Talent and leadership teams better equipped to advocate, influence and promote the employer value proposition across the business and with key stakeholders.

Creative material

Client feedback

“The work equipped our teams with the tools, knowledge and confidence to advise, advocate and influence key stakeholders both inside and outside the organisation.”  Talent Manager, Nurture Brands