1 July 2019

Employer Brand Best Practice Breakfast: Heads Up London round-up

Held at the Fable in London, our recent Heads Up event brought together employer brand pros from a range of organisations to share best practice and hear case studies of employer branding done well.

We headed to the big smoke on June 20th to enjoy some pastries and chat all things employer brand. Joined by people representing brands including Amazon, The KraftHeinz Company and Eurostar, we didn’t hesitate to get stuck in. 

First up was our Head of Strategy, Rhiannon Stroud, presenting alongside Lisa Nichol, HR Business Partner at Gobeyond, a digital and transformation solutions service provider helping organisations with end-to-end services across Customer Experience Management.

After a merge with OEE Consulting, Gobeyond wanted to create an employer brand that would both reflect a new external brand and bring the two companies together, celebrating and uniting their people. The employer brand needed to be flexible; they were at the very beginning of a new employee journey for staff across both organisations, so needed to flex as they went along. 

With 8 weeks to deliver the new employer brand, Synergy and Gobeyond worked together to gather insight from colleagues, produce a creative look for the employee journey, and launch it with an exciting event. 

The new employer brand recently launched to colleagues, both current and potential. Lisa’s main advice for anyone following this process was to be brave and bold – and to make sure you get buy-in from senior stakeholders early on. They’re often the ones most likely to need re-educating, so it’s important to take them along on the journey with you. She also encouraged businesses to involve as many of their people in the process as possible, to help them feel involved and ready for the changes. 

After hearing about how to create and launch an employer brand, it was time to hear the next step: embedding it! Our Client Development Manager, Lucy McKerron, took the floor to tell us all about Arval’s employer brand: The Journey Makers

Arval is Europe’s number one vehicle leasing company, employing 7,500 people and leasing vehicles that make millions of business trips and happy holidays possible each year. Business was good for Arval, with the organisation growing and changing, but general brand awareness was low.

Although existing employees wanted to stay at Arval, and internal company culture was very positive, attraction and recruitment were so expensive that it was proving difficult to get the very best talent into the company. 

Arval teamed up with Synergy Creative to produce a new employer brand. Similarly to Gobeyond, the approach started with insight and creativity, but its true value lies in how well it’s been embedded in the organisation.

Launched with a cinematic-themed event, the Journey Makers narrative is now used at every point of the employee journey, from awareness to induction and learning and development, right through to when people leave the company. Arval’s average cost per hire has gone from £650k to less than £100, a huge improvement and saving for the organisation. 

What really resonated in both of the case studies we heard about was the importance of including senior leaders when creating a new employer brand, and getting their buy-in early on. It’s also key to involve your people with an insight-led approach in order to create an employer brand that will be genuinely embedded and embraced by employees. 

A great morning was had by all, with some truly valuable discussions and the opportunity to meet some great people doing fantastic work for employer branding. 

Arval and Gobeyond are just two of the brands we’ve helped. If you’re looking to create an employer brand that reflects your people and attracts top talent to your company, give us a shout, we’d love to help. 

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