An industry leading, digital marketing agency with over 2,000 employees, Jellyfish has 42 offices in 22 countries. Focused on helping ambitious brands thrive, they are scaling fast into new and existing territories.
To support their expansion, they were looking to establish a new people proposition that more accurately reflected their client proposition, “We give brands a platform to perform”.
An industry leading, digital marketing agency with over 2,000 employees, Jellyfish has 42 offices in 22 countries. Focused on helping ambitious brands thrive, they are scaling fast into new and existing territories.
To support their expansion, they were looking to establish a new people proposition that more accurately reflected their client proposition, “We give brands a platform to perform”.
There was a real need to understand how the proposition would land, and how it could be represented across capabilities and expanding geographies as they looked to create centres of excellence in the key locations of Mexico and South Africa. At the same time, in the core, established markets (UK, France & US) – attraction, retention and engagement were equally important to achieving future growth.
Detailed insight was required to provide information and guidance on how to develop the people brand; to simplify a complex proposition to talent; and to deliver overall consistency in messaging. Ultimately, there was a need to define what it takes for talent to perform.
A thorough program of insight capture across key audiences was scoped, planned and delivered across 6 countries – including workshops with key stakeholders for hiring talent, focus groups with existing employees, in-depth, perception-based interviews with potential candidates (matching recruiter profiles) and a detailed competitor audit.
The internal insight sought to:
The external insight set out to:
The data analysis identified several strong themes that really stood out as being core to Jellyfish having an authentic, human and compelling proposition. The people at Jellyfish are genuinely smart, know their stuff, have a passion for what they do (an impressive client list underpins a level of confidence but not arrogance) but at the same time ‘Jellies’ are supportive and friendly. The company values are understood and particularly well lived in terms of ownership (be the solution), accountability and passion. This drives a culture of collaboration, positive challenge and a place where being yourself is actively encouraged.
Jellyfish is a successful, growing business which enables personal growth and opportunity; an environment to own a career and progress at pace. The increasingly global nature of the agency offers the potential for cultural diversity but at the same time creates some challenges in cohesiveness – with a ‘One Jellyfish’ mantra being more important in some locations than others.
‘We give talent a platform to perform’, although in its early phase of introduction resonates with many – but more needs to be done to explain the ‘give and the get’ in the proposition, to bring clarity to the core pillars of ‘talent’, ‘platform’ and ‘perform’.
Working with the team in a series of workshops, we unpicked the insight findings, mapped brand touchpoints, evaluated the candidate experience and from there, developed a messaging framework.
The framework simplified the message into brief and impactful statements, clearly evidencing the Jellyfish culture and values.
The proposition in brief: Jellyfish talent is who we are, Jellyfish is the platform to shape however you choose, and Jellyfish is a place which empowers talent to perform -wherever you are in the world.
The insight findings, workshop outputs and finalised messaging framework were wrapped and passed across to the digital experts at Jellyfish to bring the proposition to life.
