As they move into their 5th year of business in the UK, Five Guys have become a huge success in the high street fast food market. Which presents equally huge challenges when it comes to communicating with a rapidly growing workforce. So, they asked us to help them get to the bottom of their EVP and develop an employer brand that would bring the ‘Five Guys way’ to life.
HUME - our own EVP research tool - confirmed the things we already knew (that Five Guys offered brilliant development and rewarded its people well), opened our eyes to some of the more lesser known aspects of the business (it’s a tough job that demands serious stamina), and indicated exactly what we needed to communicate to help the business meet its targets. We developed a creative direction that was focused on attracting the kind of people who have what it takes to be successful at Five Guys. People who aren't afraid to muck in and get the job done; who bring the energy and never stop learning. In other words, people who are made of ‘the right stuff’.
We rolled this out across a new careers site with a suite of video and photography including lots of ‘fly-on-the-wall’ Go-Pro style footage which put the audience at the heart of the action. Ultimately giving them a real feel for the environment, what’s expected of them, and what they get from being part of the Five Guys family.
The bottom line is that you don’t get to own and build a brand like Five Guys without staying close to the team in control. So, the entire process was truly collaborative, and the results really do speak for themselves.
‘The right stuff’ now appears across their careers site, personal development plans, internal communications, newsletters, and recognition scheme, with loads more in the pipeline. And the videos made a huge impact across social media too, with the hero video alone reaching 73,438 users and driving 10,853 clicks through to the careers site.
We saw an overall reduction from 92% to 57%, in the number of people leaving in their first three months.
When comparing a like for like period during June 2017 and June 2018, the number of people leaving in their first 3 months went from 53% to 31%.
Our overall attrition reduced by almost 100% from July 2017 to June 2018.