Creating an Employer Brand Sarah Sturgess, Agency Director, SMRS Samantha Ramsay, Head of Resourcing, House of Fraser
Apr 15, 2017
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Creating an Employer BrandSarah Sturgess, Agency Director, SMRS
Samantha Ramsay, Head of Resourcing, House of Fraser
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EVPs...
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EVPs... The battle for talent...
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EVPs... The battle for talent...Employer branding...
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EVPs... The battle for talent...Employer branding...Let’s cut to the chase.
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EVPs... The battle for talent...Employer branding...Let’s cut to the chase.It’s a piece of cake.
We all know what an employer brand is
And we all know the benefits of having one
The results speak for themselves
So what’s stopping you?
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But, in reality, it’s no more complicated than, say, baking a cupcake!
In fact, when you really think about it
In fact, when you really think about it, you already have one
Let’s take some of the world’s best-known brands.
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So, where do we start?
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So, where do we start?All you need is people.
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So, where do we start?All you need is people. A purpose.
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So, where do we start?All you need is people. A purpose. An idea.
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So, where do we start?All you need is people. A purpose. An idea. And a method.
Here’s a method that works
IDeA
I is for Insight
The flour, eggs and milk.
D is for Definition
Adding chocolate, vanilla, fruit… what kind of cake do you want it to be?
A is for Activation
Sharing it! Bringing it to life for everyone to enjoy.
And then we can turn up the heat
Launch event
Internal people comms
Careers site
Brand book
Attraction campaigns
Videos
Social media
Employee referral
Leave it to cook
Try it
Before you know it, you have perfected your cupcake.
And then it starts all over again.
And then it starts all over again.Keep your employer brand fresh. Keep testing it. Keep adding to it.
And then it starts all over again.Keep your employer brand fresh. Keep testing it. Keep adding to it.And never let it blend into the wallpaper.
And then it starts all over again.Keep your employer brand fresh. Keep testing it. Keep adding to it.And never let it blend into the wallpaper.After all, adaption is key to survival.
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So it’s simple really, isn’t it?
HOUSE OFFRASER
LET’S DO THE EXTRA-
ORDINARY
WE DID IT, AND YOU CAN TOO
HOUSE OF FRASER IS A PREMIUM DEPARTMENT
STORE LIKE NO OTHER
AND WE’VE GOT AN EMPLOYER
BRAND TO MATCH IT
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HERE’S HOW
WE DID IT
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TO MAKE IT HAPPEN,
I NEEDED TO
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GET THE BUSINESS TO UNDERSTAND
WHAT AN EMPLOYER BRAND WAS
AND WHAT IT MEANT
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THIS IS HOW I PITCHED IT
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NOW I HAD THE BUY IN
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I HAD TO CREATE AN EMPLOYER
BRAND EVERYONE WOULD LOVE!
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IT ALL BEGAN WITH A SINGLE
CAMPAIGN
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A TECHNOLOGY CAMPAIGN
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WE RESEARCHED THE INDUSTRY
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WE SPOKE WITH OUR OWN
TECHNOLOGY TEAM
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WE FOUND OUR
MESSAGE
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AND DEFINED A
CREATIVE ROUTE
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THEN WORD STARTED TO
SPREAD
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HR FELT IT RESONATED WITH THEM
TOO
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SO DID MARKETING
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AND BUYING…
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…AND, THEN, IT HAPPENED.
OUR LIGHTBULB MOMENT
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AT HOUSE OF FRASER,
WE HAD AN INCREDIBLE STORY
TO TELL
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WE HAD AN EMPLOYER BRAND – WE JUST NEEDED TO
BRING IT TO LIFE
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WE RAN FOCUS GROUPS, INTERVIEWS
AND SURVEYS. RIGHT ACROSS
HOUSE OF FRASER
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FROM SHOP FLOOR
TO HEAD OFFICE
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WE REDEFINED OUR MESSAGE
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‘LET’S DO THE EXTRAORDINARY’
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AND VISUALISED OUR CREATIVE
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WE HELD
AUDITIONS
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WE DID AN AMAZING
PHOTOSHOOT
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AND THEN THE REAL MAGIC HAPPENED
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IT WAS ALL BROUGHT TO
LIFE
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WE SAW OUR PEOPLE DOING
EXTRAORDINARY THINGS
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WE HELD A PREMIERE FOR ALL OF THOSE
INVOLVED AND OUR SENIOR STAKEHOLDERS
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AND NOW… WE’RE SHARING THOSE STORIES
WITH THE WORLD
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AND WE’VE HAD AN ABSOLUTE
BLAST
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WHAT IS COMING UP
NEXT . . .
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HOUSE OF FRASER
LET’S DO THE EXTRAORDINARY
Let’s put on a show like never beforeIf you share our sense of style, are full of personality and want to build your career with one
of the fastest growing premium department stores in the world, join our team in store.
£Attractive + fabulous benefi ts packageRecruiting now
Retail vacancies in store
Let’s do the extraordinaryTo fi nd out more and apply, please go to hofjobs.co.uk
or visit our recruitment desk on the 3rd fl oor.
In it for passion, not just fashion.
Vacancies in store
Join our winning team and be part of a retail experience like no other.
Come and say hello to our friendly Recruitment Desk team in store – you could be our next superstar
before you know it.
Let’s do the extraordinary.
hofjobs.co.uk
We’re jet-setting around the globe – all in the name of style.
And we want you to come with us. Literally.
Let’s take the world by storm.
Buyer£Attractive + fabulous benefi ts package.
Sales Adviser Vacancies£Attractive + fabulous benefi ts package
Let’s put on a show like never beforeIf you share our sense of style, are full of personality and want to build your career.
Join our team in store.
Let’s do the extraordinary careers.houseoffraser.co.uk
In store poster
Banner
Pull-up stand
6 Sheet
Christmas campaign