MONDAY 24 JAN 2022 1:01 PM

LEAP RELAUNCHES AS A PEOPLE COMMUNICATIONS AGENCY FOCUSING ON EMPLOYER BRAND

Leap Chichester, the creative and digital agency behind creative services agency, Leap London, has relaunched as Leap Create, a people communications agency. The move will see the agency refocus on internal comms and employer branding campaigns, with a particular emphasis on recruiting women and underrepresented groups into STEM roles.

Leap Chichester has worked to implement change in many organisations for over a decade. The agency has worked with clients including digital services provider and consultancy, CGI. Leap was brought in to provide practical solutions to improve awareness of the CGI recruitment campaign and strengthen its employer brand.

Roger Cayless, group creative director says, “The pandemic has changed the way organisations are communicating with their employees, as well as the employment experience itself. People are working differently, whether this is home working or a hybrid of home and office work, and this offers a definite opportunity for companies to remake their culture. At the same time, there’s considerable pressure on HR teams to attract and retain the best people. So, employer branding is more important than ever.”

Leap worked to support recruitment campaigns for the CGI Woman’s network, which resulted in a 10% increase in women visitors to the website. Qualitative research was used to understand the experience of female employees who recently underwent the recruitment process at CGI. The insights then informed the evolution of the recruitment process, including the rewriting of job descriptions to use neutral language and adverts with imagery of female role models within CGI.

Sara MacGregor, managing director of Leap Create, says, “Our success with clients such as CGI has convinced us that now is the right time to refresh, realign and refocus as LEAP Create, a People Communications Agency. We believe passionately in championing and realizing diversity, equity and inclusion in recruitment, and we relish the opportunity to share our passion with new organisations and our existing clients.”