The new global image of engineering at the LEGO Group: engineers like Nicole.
The software engineering community at the LEGO Group – the beating heart of our transformation into a digital consumer brand – is launching a shiny new global presence on Twitter. And, centre stage of this huge, multifaceted and really exciting push are the talented engineers themselves.
Great engineers have a huge choice of top brands to ping their resumés to. But there is something undeniably unique about working at the world’s number one toy brand. So, why not spread the word and open up the conversation about what’s happening to our huge, international engineering community? Why think of Google and Spotify without thinking of the LEGO Group?
When the team wanted to showcase their passionate, enthusiastic culture of engineering, they could have appointed a glamourous ad agency and reached for the stock photography. However, they decided that authenticity and modesty was key. Engineers speaking to engineers, right?
Well, why pretend, when you have great colleagues in wonderful offices, working on mind-blowing projects worldwide?
So, even during COVID, it was lights, camera, action in London. With real-life engineers, like Nicole, who is one of our Senior Engineering Managers.
Nicole is originally from New Zealand. So, what was the attraction of engineering at the home of the brick?
In her own words, ‘It was both a childhood connection and the strength of the brand.”
When Nicole flew in to meet her future colleagues, it was no anti-climax. She felt an obvious passion for engineering but with a culture where playfulness and fun were keenly encouraged.
In her thirty minutes in front of the lens, Nicole beautifully captured the sense of wonder and excitement of what might be. She’s closing her eyes and smiling at a bright future for engineering at the LEGO Group.
The new Twitter handle is not just a recruitment tool. It is a source of confidence. A confidence starter for a team of hundreds of engineers stepping up to engineer the future of play, no less. A new voice for the team behind the bricks.