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NATS: An employer brand and communications audit

NATS is the UK’s leading provider of air traffic control services. Their brand has recently been refreshed to become more reflective of who they are.

They sought our help to look at how this refreshed brand has been applied throughout the employee experience and identify opportunities, through communications, to further reinforce their brand identity and messaging.

Our approach

Our approach to this project was of course to provide our expertise and advice, but also a sustainable solution. One that NATS could implement themselves, building on the great employee communications work they already do in-house.

We conducted an in-depth communications audit both internally and externally. We held workshops and site visits at their key UK sites, and conducted a qualitative survey to reach airport-based and international employees. Overall, we gathered opinion from around 1,000 employees, which gave us a real sense of how they experienced the NATS brand in their day-to-day working lives.

Our solution

We presented a comprehensive report of our findings and recommendations. We recognised that their brand identity and messaging had generally been applied thoroughly and consistently, but identified a number of opportunities. These were mainly around becoming even more connected internally, and amplifying their great (existing) people stories externally, across their well-managed social media channels.

We enjoyed working with BrandPointZero and were impressed with their experience of employee experience, enthusiasm, methodology, and ability to immerse themselves in our business. Sandy and the team understood what we were trying to achieve and were proactive and resourceful in their approach, producing a valuable and insightful report.

The results

Our report was well-received by a number of senior Marketing, Comms and HR professionals. Already, we can see our recommendations being expertly implemented. We look forward to seeing the NATS brand go from strength to strength, as they become better known and recognised for being the great employer they are.