KiwiRail
Getting KiwiRail back on track to attract the best talent.
Background
For over a 155 years, KiwiRail has played an essential part in the development of New Zealand. Through freight, tourism, property, and a robust commuter rail and network, KiwiRail’s presence in New Zealand is just about everywhere. So when the team wanted to refresh their employment brand to target switched-on individuals, they felt D&Co was just the ticket.
The challenge
With a significant number of roles to fill, KiwiRail needed to develop a compelling employee value proposition and a supporting recruitment campaign to fill open positions. This meant focusing on a number of attributes such as location, team, career, and wellbeing. But it also needed to work within the masterbrand.
“The clarity, passion and creativity we’ve seen from D&Co has been a breath of fresh air. We had struggled with a few previous agency executions but when Russ and his team came onboard it became clear that we needed a bit of a reset. They took us through a robust and fun process to arrive at our brand strategy, brand story, and a refreshed design system. We were then able to use this work to develop our employee value proposition (EVP) and a really compelling recruitment campaign that we continue to roll out as we accelerate our recruitment efforts.”
— Amy Baars, GM Talent & Capability, KiwiRail
“It’s been such a rewarding journey working alongside the team at KiwiRail to both develop the Masterbrand, and then using it to create a unique recruitment campaign. We continue to work with Amy and her team on new and exciting campaigns as well as other areas of the business. Here’s to the journey ahead!”
— Russell Douglas, Founder & Principal Strategist, D&Co
Getting KiwiRail back on track to attract the best talent.
Our solution
The D&Co team set off exploring a refreshed recruitment campaign and EVP. But it soon became clear that it could be a lot more powerful if aligned to a more focused brand strategy, story, and visual identity.
Working with the KiwiRail team, we uncovered some compelling truths, which were then used as the basis for the actual recruitment campaign. Together, we explored market value, purpose, and ambition, which led to a sharply-defined brand proposition and essence.
From there, we created a powerful brand story, a visually strong and unique identity system, and a strong employee value proposition, which then gave us all the tools we needed for the new recruitment campaign.
D&Co and KiwiRail made great travelling companions on this project – and we’re already looking forward to planning our next trip together!
Thinking outside the tracks
Our national network is powered by passion 365 days a year, wherever we operate across our beautiful country.
KiwiRail doesn't just connect people with places. We connect memories to stories. Businesses to opportunity. And New Zealand to the world.
Today, as the world changes to sustainable transport, we're building on 155 years of experience to change our future too - with a focus on sustainability, smart technology, and infrastructure that thinks outside the tracks.
We're KiwiRail
Creating Stronger Connections.
Deliverables:
Brand Strategy, Brand Story, Visual Identity, Employee Value Proposition, Recruitment Campaign.
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