Building Capability 2013 - Developing and Leveraging the Employer Brand, Kevin Hough LV=

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

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Building Capability 2013 - Developing and Leveraging the Employer Brand, Kevin Hough LV=

  1. 1. Developing and Leveraging the Employer BrandKevinHoughGroup Head ofResourcing
  2. 2. What I`m Going To Cover Today….
  3. 3. What I`m Going To Cover Today….
  4. 4. What was the challenge ahead of us?Employer brand didn`t feel fresh
  5. 5. First… A Few Numbers….18932.5%57042009 Headcount2012 Headcount2008 AgencyReliance2012 AgencyRelianceAverageApplications PCMOffer AcceptanceRatio 2012Hires 201212 month CSRAttrition Reduction
  6. 6. What did we do?Back to the drawing boardWhat 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 brandIncreasing awareness of our locations
  7. 7. So what did we consider?
  8. 8. This developed into…
  9. 9. We commissioned the LV= Seat……
  10. 10. Challenges….So – how DO we choose the people?
  11. 11. Faces of LV= was born…..
  12. 12. Faces of LV= started to take off……400+ photos were emailed to us886 snaps in the photo booth533 people in the photo booth pictures57,000 hits across the microsite since launch99.9% of the business visited the site
  13. 13. Challenges….Under performers….
  14. 14. And so it began…One heart-shaped chairOne gigantic beanbag60 LV= peopleFive photo shootsSix film shoots100 hours of editing
  15. 15. The refreshed LV= Employer Brand was born…
  16. 16. Challenges….Under performers….
  17. 17. Leveraging with technology…..
  18. 18. Leveraging with social media…..
  19. 19. How we keep people engaged…..
  20. 20. How we ensure we live and breathe the brand…..
  21. 21. Challenges….Did we miss an opportunity with our faces?
  22. 22. Measuring our effectiveness
  23. 23. Questions?Questions

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