Cary Group, as a newly formed group with 19 companies across 9 countries, was not well known – instead, it was their individual brands that people recognised, such as Ryds Bilglas in Sweden.

For this reason, they wanted to find out what their employees – and, by extension, potential future employees – considered important and valuable about Cary Group as an employer. Together with a project team from Cary Group, we set the framework for the process: potential dates for focus groups and interviews, which countries and companies would take part, and the criteria for selecting participants.

By conducting a large number of focus groups with both employees and corporate and country management teams, we identified the key factors that matter most to employees – in other words, what they expect from an employer. We also highlighted areas that needed improvement for Cary Group to become an even more attractive employer. And this forms the foundation for all employee communication – both internally and externally.