Using cultural insight to inform a deep understanding of the 'world of work’
Shaping a value proposition rooted in real cultural meaning
Our client, a global job and hiring platform, wanted to deepen its understanding of how “work” is perceived and experienced in one of its key markets. They needed clarity on how their products fit into the wider employment ecosystem, what different audience segments truly value, and whether their current offer aligned with real needs and cultural realities.
To unlock a compelling, market‑ready value proposition, they first needed to understand the cultural forces shaping attitudes to work today.
The challenge: Unpicking the cultural meaning of work
The role and meaning of work across markets is shaped by deep historical, social and cultural cues.
Understanding this landscape was essential to:
- Reveal how people talk about work, and what sits beneath that language
- Understand the emotional and symbolic dimensions of employment
- Identify tensions, expectations and unmet needs influencing behaviour
- Use these insights as a springboard for brand positioning and future communications
The goal wasn’t simply to map functional needs; but to decode the cultural story surrounding work and how it impacts perceptions of the brand.
Services used:
The solution: Gaining clarity through cultural and human insight
Our approach combined cultural analysis with lived experience to uncover what truly drives attitudes and decisions.
Semiotic analysis of cultural materials: from social media, press and government messaging to physical work‑related spaces allowed us to identify the dominant narratives, visual cues and cultural signals shaping how work is understood today.
In‑depth conversations with HR and recruitment professionals in SMEs, alongside job seekers, added a human layer, revealing:
- How people navigate employment decisions
- What support they feel is missing
- How expectations differ across roles and life stages
We then tested a value proposition to determine how the brand could position itself in a way that feels culturally resonant, emotionally relevant and practically meaningful.
This approach uncovered not just what people say about work, but how they feel about it and what they need from a platform that helps them connect with better opportunities.
The impact: A culturally grounded roadmap for sharper, more relevant positioning
Our work enabled our client to:
- Identify 10 clear cultural themes shaping attitudes to work, each brought to life through real‑world manifestations such as legislation, media, social content and everyday spaces.
- Understand the biggest challenges and opportunities by combining cultural patterns with lived experience from employers and job seekers.
- Optimise and localise their value proposition to drive relevance, differentiation and stronger emotional connection.
- Shape future comms and product messaging around genuine unmet needs across audience segments, ensuring they speak the language of the market culturally, emotionally and practically.
