Founded in 2013, Vroom is an innovative, end-to-end ecommerce platform, disrupting the use car market in the US, offering customers a better way to research, buy, and sell used vehicles. Low brand awareness and no distinct EVP and employer brand were hindering ambitious growth plans.
Develop and articulate a People Promise (EVP) and bring the employment story to life through a cohesive brand strategy that positioned Vroom as a destination employer for people with the right skillset and mindset. We needed to create a consistent communications strategy, aligned to the corporate brand – built from the inside, that enabled Vroom to make an authentic emotional connection with colleagues and candidates alike.
Leadership interviews with every member of the C suite, 16 focus groups – designed and delivered virtually in the middle of a pandemic, gave us the insight to understand and develop the ‘give’ and the ‘get’ across a diverse range of audiences from Data Scientists and Product Managers to Mechanics and Truck Drivers. This, together with external competitor research and market analysis helped us develop a very clear brand framework and compelling proposition
Our creative platform enabled us to tell the Vroom story on their terms and give them the flexibility to connect with a wide range of audiences based on their emotional and rationale drivers and preferences.
We partnered with Vroom’s Marketing and TA teams to create bespoke campaigns to attract everyone from Tech superstars to CDL Drivers, as well as building out a Brand Playbook and delivering training that enabled the TA team to take ownership of the Employer Brand and amplify stories across digital and social channels.
