Case Study: Cath Kidston creates a stronger employer brand and careers site with We Are DNA

Cath Kidston improves candidate and employee experience with We are DNA

Cath Kidston, an iconic British retailer, faced an internal challenge where employees' perceptions of the brand were inconsistent and diluted across different departments. This presented an opportunity to revitalize its employer brand both externally to attract talent and internally to build pride and engagement. We are DNA was engaged to help define a compelling Employee Value Proposition (EVP) and employer brand.

We are DNA began with a discovery process, reviewing data and working with stakeholders to build the pillars of a unique EVP. Out of this, they developed the 'Loving your Work' employer brand and deployed it across the entire employee lifecycle. The solution resulted in a better recruitment process, reduced third-party spend, and a measurably more consistent candidate and employee experience, fostering a new sense of shared pride and identity at Cath Kidston.

Cath Kidston