CGI provides innovative end to end digital services and consultancy, evolving the businesses of an impressive roster of commercial and government clients. 6,000 of their 77,000 global experts are UK based and with 40 years of company growth, they bring formidable knowledge and experience of systems integration, infrastructure, outsourcing and IP and legacy solutions.
Operating at scale across different sectors and business units poses real challenges in aligning company values and keeping messaging consistent. As part of a drive to attract fresh talent, CGI's Recruitment Team turned to us for practical solutions that would help them improve awareness and strengthen their employer brand.
Despite having professional advantages worth shouting from the rooftops, perceptions of CGI were vague among potential candidates. The company’s work with government departments touches the life of nearly every person in the UK, and everyone at CGI is a member rather than employee, with a real stake in the business’s success. With research revealing an attractive culture of collaboration, extensive career opportunities, and transformative projects, our challenge was to help CGI showcase their offer consistently and convincingly.
Foregrounding the inclusive brandline “Be a part of our story”, we shaped a narrative that placed inspiring teamwork and inspiring outcomes as essential parts of the CGI story, with an invitation to write and experience new revolutionary chapters with the company. Our approach ensured diversity and inclusion messaging was centrally incorporated and not just bolted on.
We created a practical brand guide, and a bespoke Message Map with real-world communication scenarios, giving in-house teams a toolkit to craft assets that communicate CGI’s story and brand values clearly. Simplicity and accessibility were the key to engagement throughout these component blueprints and design guidelines, and we put them into practice across adverts, brochures and exhibition stands that we designed for CGI.
After all assets were completed, we then went on to translate the guidelines for CGI Netherlands. LEAP worked closely with CGI Netherlands to develop a set of localised brand guidelines for their employer branding and recruitment campaign; while the global guidelines were shared with all local markets, the general consensus was that campaigns could be more poignant and effective if we developed communications for this market specifically.
"Working with LEAP not only helped us clarify CGI's offer, but gave us the tools to create recruitment assets with confidence and consistency. This practical focus on real-world requirements was refreshing and has paid immediate dividends with an upturn in the quality and volume of applications."David Phillips, Recruitment Marketing Manager for CGI UK