samantha ramsay, head of resourcing & employer brand, house of fraser together with smrs will...

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Creating an Employer BrandSarah Sturgess, Agency Director, SMRS

Samantha Ramsay, Head of Resourcing, House of Fraser

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EVPs...

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EVPs... The battle for talent...

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

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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.

We all know what an employer brand is

And we all know the benefits of having one

The results speak for themselves

So what’s stopping you?

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

In fact, when you really think about it

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

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.

Here’s a method that works

IDeA

I is for Insight

The flour, eggs and milk.

D is for Definition

Adding chocolate, vanilla, fruit… what kind of cake do you want it to be?

A is for Activation

Sharing it! Bringing it to life for everyone to enjoy.

And then we can turn up the heat

Launch event

Internal people comms

Careers site

Brand book

Attraction campaigns

Videos

Social media

Employee referral

Leave it to cook

Try it

Before you know it, you have perfected your cupcake.

And then it starts all over again.

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

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.

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?

HOUSE OFFRASER

LET’S DO THE EXTRA-

ORDINARY

WE DID IT, AND YOU CAN TOO

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THIS IS HOW I PITCHED IT

PLAY VIDEO

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NOW I HAD THE BUY IN

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I HAD TO CREATE AN EMPLOYER

BRAND EVERYONE WOULD LOVE!

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WE FOUND OUR

MESSAGE

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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’

PLAY VIDEO

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WHAT IS COMING UP

NEXT . . .

Christmas campaign