This document outlines how to create an effective employer brand using a baking analogy. It recommends starting with insight, defining the brand message and purpose, and activating the brand. A case study of how House of Fraser developed their extraordinary employer brand is then presented, which began with a technology campaign and employee research to define their "Let's do the extraordinary" message. Their brand is now brought to life through various marketing campaigns.

1. 1
Creating an Employer Brand
Sarah Sturgess, Agency Director, SMRS
Samantha Ramsay, Head of Resourcing, House of Fraser

2. 2
EVPs...

3. 3
EVPs...
The battle for talent...

4. 4
EVPs...
The battle for talent...
Employer branding...

5. 5
EVPs...
The battle for talent...
Employer branding...
Let’s cut to the chase.

6. 6
EVPs...
The battle for talent...
Employer branding...
Let’s cut to the chase.
It’s a piece of cake.

7. We all know what
an employer brand is

8. And we all know the benefits
of having one

9. The results speak for themselves

10. So what’s stopping you?

11. 11
But, in reality, it’s no
more complicated
than, say, baking a
cupcake!

12. In fact, when you really think about it

13. In fact, when you really think about it,
you already have one

14. Let’s take some of the world’s
best-known brands.

18. 18
So, where do we start?

19. 19
So, where do we start?
All you need is people.

20. 20
So, where do we start?
All you need is people.
A purpose.

21. 21
So, where do we start?
All you need is people.
A purpose.
An idea.

22. 22
So, where do we start?
All you need is people.
A purpose.
An idea.
And a method.

23. Here’s a method that works
IDeA

24. I is for Insight
The flour, eggs and milk.

25. D is for Definition
Adding chocolate, vanilla, fruit… what kind of
cake do you want it to be?

26. A is for Activation
Sharing it! Bringing it to life for everyone
to enjoy.

27. And then we can turn up the heat
Launch event
Internal people comms
Careers site
Brand book
Attraction campaigns
Videos
Social media
Employee referral

28. Leave it to cook

29. Try it

30. Before you know it,
you have perfected
your cupcake.

31. And then it starts all
over again.

32. And then it starts all
over again.
Keep your employer brand fresh.
Keep testing it. Keep adding to it.

33. 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.

34. 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.

35. 35
So it’s simple really, isn’t it?

36. HOUSE OF
FRASER

37. LET’S DO THE
EXTRA-
ORDINARY

38. WE DID IT,
AND YOU
CAN TOO

39. HOUSE OF FRASER
IS A PREMIUM
DEPARTMENT
STORE
LIKE NO OTHER

40. AND WE’VE GOT
AN EMPLOYER
BRAND
TO MATCH IT

41. 41
HERE’S
HOW
WE DID IT

42. 42
TO MAKE IT
HAPPEN,
I NEEDED TO

43. 43
GET THE BUSINESS TO
UNDERSTAND
WHAT AN EMPLOYER
BRAND WAS
AND WHAT IT MEANT

44. 44
THIS IS HOW
I PITCHED IT

45. PLAY VIDEO

46. 46
NOW I HAD
THE BUY IN

47. 47
I HAD TO CREATE
AN EMPLOYER
BRAND EVERYONE
WOULD LOVE!

48. 48
IT ALL BEGAN
WITH A SINGLE
CAMPAIGN

49. 49
A TECHNOLOGY
CAMPAIGN

50. 50
WE RESEARCHED
THE INDUSTRY

51. 51
WE SPOKE WITH
OUR OWN
TECHNOLOGY
TEAM

52. 52
WE FOUND
OUR
MESSAGE

53. 53
AND DEFINED
A
CREATIVE
ROUTE

54. 54
THEN WORD
STARTED TO
SPREAD

55. 55
HR FELT IT
RESONATED
WITH THEM
TOO

56. 56
SO DID
MARKETING

57. 57
AND
BUYING…

58. 58
…AND, THEN,
IT HAPPENED.
OUR LIGHTBULB
MOMENT

59. 59
AT HOUSE OF
FRASER,
WE HAD AN
INCREDIBLE STORY
TO TELL

60. 60
WE HAD AN
EMPLOYER BRAND –
WE JUST NEEDED TO
BRING IT TO LIFE

61. 61
WE RAN FOCUS
GROUPS, INTERVIEWS
AND SURVEYS.
RIGHT ACROSS
HOUSE OF FRASER

62. 62
FROM SHOP
FLOOR
TO HEAD
OFFICE

63. 63
WE REDEFINED
OUR MESSAGE

64. 64
‘LET’S DO THE
EXTRAORDINARY’

65. 65
AND VISUALISED
OUR CREATIVE

66. 66
WE
HELD
AUDITIONS

67. 67
WE DID AN
AMAZING
PHOTOSHOOT

68. 68
AND THEN THE
REAL MAGIC
HAPPENED

69. 69
IT WAS ALL
BROUGHT TO
LIFE

70. 70
WE SAW OUR
PEOPLE DOING
EXTRAORDINARY
THINGS

71. 71
WE HELD A PREMIERE
FOR ALL OF THOSE
INVOLVED
AND OUR SENIOR
STAKEHOLDERS

72. 72
AND NOW…
WE’RE SHARING
THOSE STORIES
WITH THE WORLD

73. 73
AND WE’VE HAD
AN ABSOLUTE
BLAST

74. PLAY VIDEO

75. 75
WHAT IS
COMING UP
NEXT . . .

76. 76
HOUSE OF
FRASER
LET’S DO THE
EXTRAORDINARY

78. Let’s put on a show like never before
If 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 benefits packageRecruiting now
Retail vacancies in store
Let’s do the extraordinary
To find out more and apply, please go to hofjobs.co.uk
or visit our recruitment desk on the 3rd
floor.
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 benefits package.
Sales Adviser Vacancies
£Attractive + fabulous benefits package
Let’s put on a show like never before
If 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

79. Christmas campaign