Samantha Ramsay, Head of Resourcing & Employer Brand, House of Fraser together with SMRS will present on ‘Employer Brand: A Case Study’

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.

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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.

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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.

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.

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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

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THIS IS HOW
I PITCHED IT

40. PLAY VIDEO

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NOW I HAD
THE BUY IN

42. 14
I HAD TO CREATE
AN EMPLOYER
BRAND EVERYONE
WOULD LOVE!

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WE FOUND
OUR
MESSAGE

44. 26
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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‘LET’S DO THE
EXTRAORDINARY’

47. PLAY VIDEO

48. 42
WHAT IS
COMING UP
NEXT . . .

51. Christmas campaign