The Brief
Transform the offer and onboarding experience for Diageo’s new colleagues, so that they feel exhilarated about joining the company; supported, and inspired to learn and grow, and supported on the path to becoming brand ambassadors.
The Solution
An integrated, mobile-first, adaptable and personalised experience that combines moments of celebration and excitement with seamless, simple UX, allowing new joiners to discover more about the brands, the business, and their own career, with a single-destination of discovery also leading to a faster, more efficient recruitment process for Diageo.
Background
We know that a recruitment and onboarding process can set the tone for a person’s entire experience at a company. The offer and onboarding process that was previously in place for Diageo was a fractured, siloed experience; it wasn’t standardised across markets so employees were all getting a slightly different experience. As a result, Diageo wanted to revolutionise its digital journey for new joiners around three key themes.
It needed to prioritise personalisation and celebration to excite; to position continuous learning as a way of life, and to deliver an intuitive, nurturing, and effective, experience for users — while also meeting the company’s desired objectives around talent attraction and retention; increased job offer acceptances, and higher employee feedback scores.
Our Approach
Feedback from an extensive research and insights phase pointed to significant issues within the current onboarding journey, which helped to inform our thinking for both creative strategy and experience design. We were told that there was a lack of ‘wow factor’ and celebration; insight around brands and business; clarity and visibility on the journey. Recognising this we set about creating an experience for new joiners that would equip them with everything that they would need to succeed, helping them to feel supported, focused, and primed as budding brand ambassadors.
But it was also more than that — we wanted to make what can feel like a transactional experience, feel a humane one instead. Treating new joiners as individuals, personally welcoming them, to help them feel valued and give them a feeling of connection, especially during the pandemic, alongside light, friendly, natural conversation. This combination helped us to effectively communicate Diageo’s ethos around inclusion: “Celebrating life, every day, everywhere and for everyone”.
We designed the front-end experience and all of its content, with Avature, a platform that Diageo were already using, offering a functional delivery in keeping with the brand’s look and visual feel.
The reaction has been overwhelming … the concept, the tone, the way it’s all presented. People LOVE the design, and bring through the Diageo brand in a lovely, conversational way.
Stacy Winstanley Global transformation manager (Workday), Diageo
