#firmday 15th october 2015 manchester - smrs and house of fraser - creating an employer brand

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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

PLAY VIDEO

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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

PLAY VIDEO

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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