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Case study: Volkswagen Group UK – LIFE

Building a high-performance employer brand

 

  • LIFE  won an award of excellence for print design at the IoIC Central and North Region Awards 2014
  • LIFE  is produced as a print magazine and an interactive PDF for employees at Volkswagen Group UK
THE CHALLENGE

LIFE, Volkswagen Group UK’s employee magazine, serves office and ‘on the road’ employees and tells the story of ‘the people behind the cars’. The aim of the publication is to bring their stories to life, encourage involvement and encapsulate the business’s positive, dynamic culture.

THE SOLUTION

We reduced LIFE in size, making it portable for employees on the road and signalling a new-look and style for the magazine. The design was overhauled too, with the new employer brand integrated into the look and feel.

Content was shorter and more employee-focused, blending both business and lifestyle in a way that epitomised the exciting world of the automotive industry. Now a fresh-looking publication, LIFE works as both a valuable communication in its own right and as a ‘push tool’ that drives people to other channels within the business.

THE RESULTS

From a sample of employees surveyed, 94% of people read the magazine, with 91% finding it useful. The decision was taken soon after to increase the print run and distribution. And in a final measure of its success, LIFE is now added to pre-starter packs so new recruits get a taste of the group before they join.

“Our new-look LIFE has gone down really well with our people. People like the clean, colourful design and simple, straightforward tone of the publication. So much so that we’re developing the brand across our other communication channels too.”

Ellie Evans, Head of Organisational Design and Engagement, Volkswagen Group UK Ltd.