Case Study: Sani/Ikos Group Employer Branding
- Arnold
- 10 hours ago
- 2 min read
The vision
Sani/Ikos Group is a world leader in sustainable luxury hospitality. As the group continues its ambitious international expansion, it recognised the need to evolve how it communicates its Employer Value Proposition (EVP). Peregryn was appointed as a strategic partner to help the Employer Branding communicate their visionary group values to different generations of candidates.
The work
The Employer Branding team is focused on moving away from industry generalisations to create a highly nuanced, research-led Tone of Voice. The goal is to ensure that the Sani/Ikos mission, vision, and values resonate with equal impact across distinct landscapes; both the corporate and operations teams and also across the different generations, reflecting the priorities of Gen Z, Millennials and Gen X.
We have partnered with the team to refine the narrative across the entire talent journey. By stripping the communication back to its core "DNA," we are ensuring that every touchpoint feels unmistakably Sani/Ikos Group:
Digital presence: We are currently collaborating on the narrative for a new careers website, replacing standard corporate language with a more authentic, brand-led story.
The candidate journey: From the first job advertisement to the final interview script, we are embedding the new tone of voice into every interaction.
Internal alignment: We are working closely with the internal team to ensure that the mission and values are a living language to inspire and retain talent.
The Peregryn perspective
Our work with the Employer Branding team is an exercise in precision. It’s about taking a world-class hospitality brand and giving it a human voice that is both aspirational and grounded. By focusing on a research-led communication strategy, we are helping Sani/Ikos Group find talent and start a meaningful conversation with the next generation of industry leaders.
