How we helped Aldermore Bank understand what it would take to become an employer of choice.
Competitor Analysis
the challenge
As Aldermore prepared to refresh its Employee Value Proposition (EVP) alongside a wider rebrand, it faced a common challenge.
Everyone has an employer brand. Few know whether it's genuinely competitive.
The team needed to understand how prospective employees viewed the market, what competing employers were promising, and where Aldermore could create meaningful differentiation.
Because before you can define what makes your organisation unique, you first need to understand what everyone else is saying.
what we did
We conducted a comprehensive competitor analysis to understand how eight leading financial services organisations positioned themselves as employers.
We assessed careers websites, social channels, employer branding, colleague reviews, benefits, culture, career development and reputation, benchmarking competitors through the eyes of a prospective employee.
Using a bespoke scoring framework, we evaluated competitors across multiple dimensions, identifying strengths, weaknesses and opportunities for differentiation, including;
First impressions
Career development
Benefits
Work-life balance
Rather than simply collecting data, we translated market intelligence into strategic recommendations that would inform Aldermore's future EVP.
the insight
The strongest employer brands weren't necessarily offering more.
They were simply telling their story better.
Across the market, organisations that stood out brought their culture to life through colleague stories, clear values and a distinctive employer voice. This shifted the conversation from creating new benefits to communicating existing strengths more effectively.
An employee proposition is only as powerful as your ability to communicate it.
“…competitors were simply telling their story better”
the outcome
We produced a detailed competitor benchmarking report with strategic recommendations, and a clear view of where Aldermore sat within the financial services employer brand landscape.
The research became the foundation for Aldermore's EVP refresh, helping the business identify opportunities for differentiation and shape a more authentic, competitive employer proposition that reflected its culture and ambitions.