Government Finance Function:
Employee Value Proposition & Branding
Government Finance Function:
Employee Value Proposition & Branding
There's strength
in numbers.
There's strength
in numbers.
There's strength
in numbers.
The situation
Who, or what, is the Government Finance Function?
A very good question – and a major part of the challenge.
The Government Finance Function (GFF) is a 10,000+ strong community of professionals managing the UK's largest balance sheet. It isn't a single employer, and technically they don't directly employ anyone themselves. It's a network spread across 400+ organisations, departments and disciplines, who all put finance at the heart of decision making across the country.
Problem is, not everyone has heard of them. Those who have, probably had misconceptions of what government work is like (in short, pretty dull). And even people who are a part of the GFF (you're automatically enrolled when you join any government finance role) don't always know that they're already a member.
So, based on that, we needed to build a brand-new identity that boosted awareness, showed why working in government is a worthy career choice, and highlighted the benefits of being a part of the GFF community.
Quite a task.
Client
Government Finance Function
Sector
Employer Branding
Services
Creative Consultation
Brand Identity
Art Direction
Graphic Design
Awards
Tiara Winner
The situation
Who, or what, is the Government Finance Function?
A very good question – and a major part of the challenge.
The Government Finance Function (GFF) is a 10,000+ strong community of professionals managing the UK's largest balance sheet. It isn't a single employer, and technically they don't directly employ anyone themselves. It's a network spread across 400+ organisations, departments and disciplines, who all put finance at the heart of decision making across the country.
Problem is, not everyone has heard of them. Those who have, probably had misconceptions of what government work is like (in short, pretty dull). And even people who are a part of the GFF (you're automatically enrolled when you join any government finance role) don't always know that they're already a member.
So, based on that, we needed to build a brand-new identity that boosted awareness, showed why working in government is a worthy career choice, and highlighted the benefits of being a part of the GFF community.
Quite a task.
Client
Government Finance Function
Sector
Employer Branding
Services
Creative Consultation
Brand Identity
Art Direction
Graphic Design
Awards
Tiara Winner
The situation
Who, or what, is the Government Finance Function?
A very good question – and a major part of the challenge.
The Government Finance Function (GFF) is a 10,000+ strong community of professionals managing the UK's largest balance sheet. It isn't a single employer, and technically they don't directly employ anyone themselves. It's a network spread across 400+ organisations, departments and disciplines, who all put finance at the heart of decision making across the country.
Problem is, not everyone has heard of them. Those who have, probably had misconceptions of what government work is like (in short, pretty dull). And even people who are a part of the GFF (you're automatically enrolled when you join any government finance role) don't always know that they're already a member.
So, based on that, we needed to build a brand-new identity that boosted awareness, showed why working in government is a worthy career choice, and highlighted the benefits of being a part of the GFF community.
Quite a task.
Client
Government Finance Function
Sector
Employer Branding
Services
Creative Consultation
Brand Identity
Art Direction
Graphic Design
Awards
Tiara Winner
The solution
Armed with insights from internal focus groups, we made sense of a complex structure, got to the heart of who the GFF is, and developed a new Employee Value Proposition (EVP): There's Strength in Numbers.
This positioning drew on the dual power of a supportive 10,000+ community and the scale of the budgets they manage. Bringing them together in this unified positioning allowed us to highlight the impact of their work and the support community they are a part of, as well as the flexibility and opportunities available to everyone.
We translated this into a digital-first strategy, the centre point of which was launching a WCAG 2.2 accessibility compliant website (making it accessible to those with visual, auditory, physical, speech, and cognitive disabilities) – one of the first in the UK. We filled the website with case studies and stories that gave a peek inside the reality of government work, and put a spotlight in the impressive numbers that told their story.
The solution
Armed with insights from internal focus groups, we made sense of a complex structure, got to the heart of who the GFF is, and developed a new Employee Value Proposition (EVP): There's Strength in Numbers.
This positioning drew on the dual power of a supportive 10,000+ community and the scale of the budgets they manage. Bringing them together in this unified positioning allowed us to highlight the impact of their work and the support community they are a part of, as well as the flexibility and opportunities available to everyone.
We translated this into a digital-first strategy, the centre point of which was launching a WCAG 2.2 accessibility compliant website (making it accessible to those with visual, auditory, physical, speech, and cognitive disabilities) – one of the first in the UK. We filled the website with case studies and stories that gave a peek inside the reality of government work, and put a spotlight in the impressive numbers that told their story.
The solution
Armed with insights from internal focus groups, we made sense of a complex structure, got to the heart of who the GFF is, and developed a new Employee Value Proposition (EVP): There's Strength in Numbers.
This positioning drew on the dual power of a supportive 10,000+ community and the scale of the budgets they manage. Bringing them together in this unified positioning allowed us to highlight the impact of their work and the support community they are a part of, as well as the flexibility and opportunities available to everyone.
We translated this into a digital-first strategy, the centre point of which was launching a WCAG 2.2 accessibility compliant website (making it accessible to those with visual, auditory, physical, speech, and cognitive disabilities) – one of the first in the UK. We filled the website with case studies and stories that gave a peek inside the reality of government work, and put a spotlight in the impressive numbers that told their story.
Focusing on authenticity, we used professional films and employee generated content to highlight three core pillars: community, impact and balance.
By showcasing real people handling headline-making decisions, we brought stories to life and replaced the "dull" stereotype with a narrative of influence and personal flexibility, making it all accessible, relatable, and genuine.
Focusing on authenticity, we used professional films and employee generated content to highlight three core pillars: community, impact and balance.
By showcasing real people handling headline-making decisions, we brought stories to life and replaced the "dull" stereotype with a narrative of influence and personal flexibility, making it all accessible, relatable, and genuine.
Focusing on authenticity, we used professional films and employee generated content to highlight three core pillars: community, impact and balance.
By showcasing real people handling headline-making decisions, we brought stories to life and replaced the "dull" stereotype with a narrative of influence and personal flexibility, making it all accessible, relatable, and genuine.
To launch the new EVP brand on LinkedIn, social carousels spoke to a wider audience by highlighting the community and impact, inviting everybody to discover more on the website.
To launch the new EVP brand on LinkedIn, social carousels spoke to a wider audience by highlighting the community and impact, inviting everybody to discover more on the website.
The branding also went on tour around the country, spreading the word at graduate fairs, careers fairs, and alumni events.
The branding also went on tour around the country, spreading the word at graduate fairs, careers fairs, and alumni events.
The branding also went on tour around the country, spreading the word at graduate fairs, careers fairs, and alumni events.
The results
The rebrand delivered immediate, measurable impact. Within four months, applications from the private sector (our toughest audience to crack) increased by 104%. The website attracted 4,500 visitors (788 who were returning visitors), and the GFF's LinkedIn following grew by 55.2%.
Beyond recruitment, the identity unified the internal culture; the net promoter score (NPS) jumped from a low of 5.5 to a very respectable 28.7.
By giving the GFF a human voice, a clear purpose, and a recognisable brand, we transformed a fragmented, dormant, and barely visible function into a destination for finance talent – proving that government work is anything but boring.
Applications
Website visitors
LinkedIn followers
NPS score
The results
The rebrand delivered immediate, measurable impact. Within four months, applications from the private sector (our toughest audience to crack) increased by 104%. The website attracted 4,500 visitors (788 who were returning visitors), and the GFF's LinkedIn following grew by 55.2%.
Beyond recruitment, the identity unified the internal culture; the net promoter score (NPS) jumped from a low of 5.5 to a very respectable 28.7.
By giving the GFF a human voice, a clear purpose and a recognisable brand, we transformed a fragmented, dormant, and barley visible function into a destination for finance talent, proving that government work is anything but boring.
Applications
Website visitors
LinkedIn followers
NPS score
The results
The rebrand delivered immediate, measurable impact. Within four months, applications from the private sector (our toughest audience to crack) increased by 104%. The website attracted 4,500 visitors (788 who were returning visitors), and the GFF's LinkedIn following grew by 55.2%.
Beyond recruitment, the identity unified the internal culture; the net promoter score (NPS) jumped from a low of 5.5 to a very respectable 28.7.
By giving the GFF a human voice, a clear purpose, and a recognisable brand, we transformed a fragmented, dormant, and barely visible function into a destination for finance talent – proving that government work is anything but boring.
Applications
Website visitors
LinkedIn followers
NPS score
And the crowning achievement, the website won 'Best Careers Website' at the Tiara Talent Acquisition awards, where the judges praised it as a "bold, candidate-friendly website that authentically showcases employee stories and demystifies public sector roles".
And the crowning achievement, the website won 'Best Careers Website' at the Tiara Talent Acquisition awards, where the judges praised it as a "bold, candidate-friendly website that authentically showcases employee stories and demystifies public sector roles".
Best Careers Website
Best Careers Website
