Sarah Sturgess, Agency Director at SMRS and Eunice Clements-Tweedie from Kerry Group, will be sharing the Kerry Foods Employer Brand story. The presentation will share the process of developing the employer brand, bring to life the way in which Kerry People were engaged in the storytelling and showcase the development of the brand across attraction and communications materials.

1. in partnership with
THE MAKING
OF A GREAT
EMPLOYER BRAND
THE KERRY FOODS EMPLOYER BRAND STORY
PRESENTED BY
Eunice Clements-Tweedie
Director TA Europe & Russia
Kerry Taste & Nutrition
Sarah Sturgess
Agency Director, SMRS

2. FOR THOSE
OF YOU
WHO DON’T
KNOW...

3. KERRY
FOODS IS
A SPECIAL
COMPANY

4. Through Trailblazers we want to bring
together colleagues to define the future of
food.
We have a strong heritage of innovation,
setting the pace by anticipating needs and
being the first to cater to those needs.
That’s what has set us apart in this industry
for years.
Our Kerry Foods Story enables us to build
an even greater belief in our spirit of
entrepreneurship.We want every colleague
to believe in the way we work and to feel
inspired to contribute.
Encourage your teams to share their
trailblazing ideas, whether it’s a technical
innovation, an untapped consumer
opportunity, or a brand new taste
sensation.
This will be ground-breaking for our
business as well as opening up a world of
opportunity and promise for all of
our colleagues.
I thank you for your leadership and support
in bringing this to life for your teams. Let
the Trailblazing begin!
Introduction
2
3
I’m really excited to sponsor Trailblazers and
the opportunity it presents to engage each
and every one of our colleagues to be at the
heart of the future of our business.
It’s up to us as leaders to take ownership,
create excitement and bring Trailblazers to
life with our teams.We must collectively
inspire amazing leadership across our business
as we have more impact than anyone or
anything else on how inspired and engaged
our colleagues feel. Please give your teams
and this initiative the time and commitment
needed to truly make an impact as we are
committed to supporting colleagues to be at
their best to foster great ideas.
Your teams will follow your lead with their
teams, so tap into the entrepreneur in you,
bring your trailblazing spirit to the fore and
help us define the future of food.
Duncan Everett
Managing Director, Meats
Flor Healy
CEO, Kerry Foods
Will you define the future of food?
Our instincts
shaped our industry.
Yours ideas will shape
the future of food.
WE HAVE
BEEN ON
AN EXCITING
JOURNEY
We are trailblazers whose
instincts shaped our industry
We nourish real people
with real food that’s
tasty, nutritious,
affordable and
convenient
Our customers love
working with
us because of our
down-to-earth,
“can do” attitude
Our innovations
set the pace by
anticipating and
catering to people’s
everyday needs
And we love the
sense of family,
freedom and
opportunity that come
with working here
But we risk losing touch with
a fast-changing world
Our big supermarket
customers have been
rocked by seismic
changes in the way
people shop and eat
And we’ve become
too detached from
real people to respond
quickly to their
changing habits
We do not
consistently display
the open-mindedness
and agility that
make us formidable
And we are being
held back by our
fear of complexity and
indecision about where
to focus our efforts
So it’s time to be bold and
expand our horizons again
We’ve emerged fighting
fit from the recession
and have never
been more ready
for growth
We can make a real
difference by
enriching the lives
of real people
everywhere
The new world of
digital is a chance
to get closer
to the consumer
than ever before
And now we have
the green light to
invest hundreds of
millions in opening up
new frontiers
By striking out in pursuit of
new growth opportunities
We will hunt for new
ways to understand
and reach more
consumers than
ever before
Innovate so our meats,
dairy and meals
businesses delight
people any time,
anywhere
Build relationships
internally and
externally to
pioneer tastier,
healthier foods
And buy into
new markets and
new geographies
with new tastes to
delight
And by all living and breathing
our values every day
We are energised by
new ideas and think
broadly about
opportunities
to grow our
business
We are focused
on where we are
heading but we
never lose sight
of where we
have come from
We care
about our
business
as if it was
our own
We are brave
and challenge
each other to
get the best
results
We know that
we achieve
more when
we work
together
We all
play our
part everyday,
we show
up we don’t
just turn up
Open Minded Forward Looking Ownership Courageous Better Together On it
We will pioneer new ways to
delight the tastes of tomorrow
Consumers will love us
and wonder how they
ever lived without our
products
Customers will be
blown away by our
ability to anticipate
and deliver the next
big thing
Our growing family
will open up a world
of opportunity and
promise for all our
colleagues
And our blend
of taste, ease,
affordability and
nutrition will define
the future of food

5. Delighting the tastes of tomorrow
• Ownership
• Courageous
• Open minded
• On it
• Better together
• Forward looking
AND WE HAVE SOME VERY
STRONG VALUES IN PLACE

6. 01 02 03
04 05 06
Sitting down with you to
work out what we’re all
trying to achieve, where
you are at the moment,
and how big the project
needs to be.
Getting under the skin
of who you are, what
people think of you, who
you compete with, and
what your plans for
the future are.
Using our findings
to come up with a
clear and full picture
of what you stand for
and what you offer as
an employer.
Creating work that says
the right things to all your
audiences in a distinctive
and compelling way.
Using the right media
to get your message
across to the right people –
inside and outside
your organisation.
Monitoring and measuring
your brand to see how it’s
being received, and where
it could be improved.
TALK
EXPRESS
DIG
SHARE
DEVELOP
TUNE
WE DEVELOPED
OUR EMPLOYER
BRAND AROUND
THESE VALUES.
HERE’S HOW.

7. • Interviews with 10 members
of the leadership team
• Focus Groups at Noon,
Egham, Shillelagh, Ossett
and Naas
• Three factory tours
• Survey of 632 former Kerry
Foods applicants
• Spoke with three recruiters
• Desk research looking at the
UK locations, the industry,
competitors and future trends
DIG

8. “Kerry Foods is very innovative and often referred to as
the Google of the Food Industry. That is what attracted me
to Kerry Foods.
”
“Career definition is very broad and responsibility is big, and
you must be prepared for this. You can’t have a rigid idea of
progression.
”
“We give the power to everyone. If you want to work 9 to 4
and go home, you’ll probably struggle.
”
“I’ve worked for other companies, and they wouldn’t care
if you were trying to change the world. They want you in the box.
Kerry pulls you out of the box and says ‘give us more’.
That keeps me going.
”
“Relentlessness. A restlessness. It’s never enough. It’s never
good enough. Every role, you have to have that ethos of
‘How do we do it better?’ ‘How do we win?’”
OUR PEOPLE
HAD A LOT
TO SAY

9. ALTOGETHER
INDIVIDUAL
OWNERSHIP
COURAGEOUS
OPEN MINDED
ON IT
BETTER TOGETHER
FORWARD LOOKING
DEVELOP

10. EXPRESS

11. WE’VE
BROUGHT
OUR VALUES
TO LIFE.

12. ON IT
Ours is a pacy and exciting environment.
So we created a setting where all kinds of
extreme sporters can find their own way
to get their kicks at Kerry Foods.
And they’re all clearly having a ball.

13. We aim high and shoot for the moon.
So a (lemon) rocket felt like the way to go.
It’s taking off, and it’s being cheered on by
an excited crowd. It suggests drive,
pioneering spirit and new horizons.
FORWARD
LOOKING

14. COURAGEOUS
People here are encouraged to be brave.
So this scenario shows people freely and
happily leaping from great heights, into a
nerve-jangingly small pool. But they’re clearly
all living to tell the tale. In fact, they’re
queuing up to have another go.

15. OPEN MINDED
There are many ways to develop your career
at Kerry Foods, so this metaphor is not all about
climbing higher. There are plenty of people
content with the view from where they are.
But those who want to get ahead, are
clearly free to get stuck in.

16. BETTER
TOGETHER
To show Kerry Foods’ fabled teamwork
in action, we’ve shown the building of
a massive ready meal. Everyone’s involved,
whether they’re building the box or
preparing the food.

17. OWNERSHIP
This one’s about ownership, so we’ve
come up with a communal broccoli tree.
Everyone in the image is tending to the tree in
some way – treating it with care, and putting
their own stamp on things. But importantly,
it’s all part of one shared effort.

18. SHARE

19. There are all kinds of different ways
to grow
a career here. And we think
you’ve got what it takes to really go
places with us.
Get started by visiting
kerrygraduates.com
@kerry.group.graduate.recruitme
PREPARE TO
GROW
kerrygraduates.com
WE SHARED
OUR STORY
AT GRADUATE
EVENTS.

20. ...AND ONLINE

21. ...AND ON SOCIAL

22. ...AND ACROSS ALL OF OUR
EMPLOYEE COMMUNICATIONS

23. WE’RE ALSO
GETTING OUR
PEOPLE
INVOLVED
PLAY

24. LEADER PROFILES

25. TUNE

26. Although the employer brand is very much
in its infancy, we’ve still managed to tick
some significant boxes.
We’ve made something magical
We’ve showed diversity
We’ve showcased Kerry Foods’ love of food
We’ve equipped the business for the future
• Over 27,000 users
• Over 2 min average page visit time
• Over 11,000 apply clicks to the ATS
• 11,000 views of the videos to the end
• LinkedIn followers has grown to over 33,000
monthly views from 4,000 to 10,000
• 3,000 Glassdoor profile views
• 4.7 average rating on Glassdoor.
And it’ll only grow from here.
TUNE

27. SO WHAT
HAVE WE
LEARNT ALONG
THE WAY?
• Stay focused on your goals as
the project develops
• Keep key stakeholders
engaged all the way through
• Expect a few hiccups, and be
ready to manage them
• Make it a true partnership from
beginning to ‘end’
• Think about how you can get
your people involved as much
as possible
• Enjoy the journey

28. THANK
YOU.