Case Study: Diageo builds a distinctive global employer brand with PeopleScout

Diageo - Customer Case Study

Diageo, a global leader in beverage alcohol, faced a significant employer branding challenge. Despite owning iconic brands, the company itself had low global recognition and lacked a clear employer identity, putting it at a disadvantage in the talent market against competitors like Google and Unilever. PeopleScout was engaged to help create a new, compelling employer brand that could differentiate Diageo and attract the right talent on a global scale.

PeopleScout conducted extensive multi-layered research to develop a new employer value proposition centered on the theme "Character is everything." This strategy was tailored for different global markets and implemented across various campaigns. The solution successfully shifted perceptions, boosting global brand awareness and generating a strong internal response, including a significant upswing in employee pride and an over-subscription of brand champion volunteers.

Diageo