Belong at Fairway - Employer Brand Film

Get skilled trust professionals

Who are seeking the right culture and workplace fit

To consider Fairway as their new home

By conveying a strong sense of belonging.

The challenge

Fairway Group is a Jersey-owned trust company attempting to stand out as a leading employer of choice in a highly competitive job market where there isn’t much to differentiate between one finance employer and another in terms of professional packages and benefits.

They needed to provide a big answer to a fundamental question for prospective talent: Why Fairway? Why should we want to work for Fairway over other trust and finance companies in Jersey? 

This wasn’t a tactical campaign to encourage applicants for specific roles, it was about building brand love for Fairway with a distinctive employer brand story that engenders trust and familiarity within the job market. A campaign that made their existing employees proud to work there.

So how do we attract the top talent in this crowded market? How do we develop a strong and differentiated ‘Employer Value Proposition’ that provides a compelling answer to the question: Why Fairway?

The truth

Their people like to stay with them. Fairway has created a welcoming and vibrant community with a strong sense of belonging. Some of their star performers have forged their entire careers in international careers with Fairway, while others have switched careers entirely just to join the team. They could be rightly proud of their exceptionally high employee retention rate. 

They have loyal, engaged team members who want to be with the company. This creates a better client experience as they are experienced and highly trained so they serve Fairway’s clients better. 

This is also backed up by what their people actually say about them. I conducted recent stakeholder interviews where many team members said that they feel a strong attachment with Fairway because they feel they are part of a ‘family’ with a strong sense of belonging. This gave me a powerful and emotive answer to the question, ‘Why Fairway?’. 

The idea

I scripted, directed and voiced an employer brand film that humanised the Fairway brand to help people feel closer to it through the Employer Value Proposition - Belong at Fairway. 

I crafted an emotive and impactful brand narrative in the form of a spoken word poem that weaved the unique benefits of working at Fairway around the central theme of family as the powerful bond that unites the team and binds them together.