Kevin Hough's presentation from our May 2013 Building capability event

1. Developing and Leveraging the Employer Brand
Kevin
Hough
Group Head of
Resourcing

2. What I`m Going To Cover Today….

3. What I`m Going To Cover Today….

4. What was the challenge ahead of us?
Employer brand didn`t feel fresh

5. First… A Few Numbers….
1893
2.5%5704
2009 Headcount
2012 Headcount
2008 Agency
Reliance
2012 Agency
Reliance
Average
Applications PCM
Offer Acceptance
Ratio 2012
Hires 2012
12 month CSR
Attrition Reduction

6. What did we do?
Back to the drawing board
What worked and didn`t work?
What does the brand stand for?
Why might people want to work with us?
What would cause people to engage?
How “wacky” could we go?
Our people are at the heart of our employer brand
Increasing awareness of our locations

7. So what did we consider?

8. This developed into…

9. We commissioned the LV= Seat……

10. Challenges….
So – how DO we choose the people?

11. Faces of LV= was born…..

12. Faces of LV= started to take off……
400+ photos were emailed to us
886 snaps in the photo booth
533 people in the photo booth pictures
57,000 hits across the microsite since launch
99.9% of the business visited the site

13. Challenges….
Under performers….

14. And so it began…
One heart-shaped chair
One gigantic beanbag
60 LV= people
Five photo shoots
Six film shoots
100 hours of editing

15. The refreshed LV= Employer Brand was born…

16. Challenges….
Under performers….

17. Leveraging with technology…..

18. Leveraging with social media…..

19. How we keep people engaged…..

20. How we ensure we live and breathe the brand…..

21. Challenges….
Did we miss an opportunity with our faces?

22. Measuring our effectiveness

23. Questions?
Questions