Building the brand culture at giffgaff

Tell us a bit about yourself and your role at giffgaff

Hi, I’m Toby, And I’m the Online search manager at giffgaff.

How did you start your journey at giffgaff and what has it been like so far?

I started my journey at giffgaff 2 weeks before we went into the first (of many) national lockdowns. I counted and I spent a grand total of 8 days in the office, then it was working from home, which was a subsequent decline from smart casual to casual, then to whatever you call shorts above the fold.

My time so far at giffgaff has been nothing short of fantastic. I’ve never really felt like I belonged (professionally speaking), yet giffgaff has filled that work-shaped void and so much more. I’ve made some wonderful friends, been encouraged to get involved in the culture to make a difference and truly flourished from working with some incredibly talented people - it’s a pretty special place to work

How do we do culture differently at giffgaff?

giffgaff really is how it seems from the outside. There is genuine care, mutuality and respect and a celebration of individuality. It’s really hard to explain, but you’re constantly encouraged to challenge the established way and build the culture. So it’s on us to make giffgaff a place we want to work. As a result of this trust and autonomy some really beautiful things have happened that I’ve been lucky enough to be part of:

• We championed the power of our community for good because we could.
• We raised a bucket load of money for cancer research, because we should.
• We have set up ways to support each other through these unconventional times because it’s the right thing to do.

One project that you’ve done at giffgaff that you are particularly proud of

I’ve been lucky enough to be involved in and help drive the mental health and wellbeing agenda at giffgaff (we call it a ministry). Not only have we had the freedom to do what’s right for our fellow giffgaffer’s but we’ve been supported all the way by the leadership team.

How has giffgaff supported you in your growth?

Without sounding cliche (or like a terrible romantic comedy), working at giffgaff has allowed me to trust again. I know. Now bare with me here. What I mean by that is that you can (and are encouraged to) bring your whole self to work. Giffgaff and all it’s wonderful giffstaffers celebrate you for you and encourage you to bring it all - even on the down days (we all have them and it’s ok) .

How does working at giffgaff help you with your work-life balance?

To put it simply - giffgaff support you (and are hyper flexible) to ensure that you bring your best self to work. If that means you have to start a little earlier or finish a little later then it’s fine. I became a dad for the first time just before I joined giffgaff and since then it’s been a rollercoaster. All the parents out there will understand the sense of dread when you see an incoming call from your little one’s nursery. Now I’m no sadist and I don’t look forward to that call, but I can rest assured that giffgaff really have my back if and when I need them. There is an implicit trust and I love it.

What would you like to say about giffgaff’s brand culture?

The brand is the brand but the people at giffgaff (we call them giffstaffers) make the culture. Luckily for me, I have the privilege of working with these incredible people each and every day. Here’s my take on the recipe to giffgaff

• 150g positivity & optimism
• 150g constructive challenge
• 100ml of opportunity
• 3 Large free range doses of grit
• A tablespoon of insight
• A bucket load of expertise
• And a healthy dollop our members
• GIve it all a proper good mix
• Bung it in the oven
• Et voila - enjoy

Describe giffgaff in three words

• Sincere - it is what it says on the tin.
• Opportunity - The people here are absolutely awesome.
• Mutual - the more you put in, the more you get out.

Sum up giffgaff in a sentence

You come to giffgaff for the job, you stay because of the people