Becoming an employer of choice
The brand needed to be truly authentic – as Kevin explains: “it’s always a case of what people say about you when you’re not in the room rather than what your brand marketing presents” – and it has been successful, with LV= winning awards for their employer brand, careers website and more recently most effective recruitment strategy at the 2016 HR Excellence Awards. But was it truly authentic? Kevin’s team started taking anecdotal feedback and conducting research to find if they were being really clear about their EVP, and if their employer brand was truly fit for purpose.
Talking to internal staff as well as external candidates helped to give them broader perspective, with good reason. “The key thing is that companies are very interested in why people leave but what they don't do too often is try to understand why they stay,” Kevin told us. They worked hard to understand what really attracted job seekers to LV=, and the varied interests of their different target audiences.
The first thing they found was that the employer brand they had in place, successful as it had been, wasn’t really reaching out to their two key audiences – customer service representatives and experienced senior professionals. They were effectively trying to be all things to all people rather than engaging specific target candidate pools. They also were not giving candidates what they really needed. The career site was content rich, but didn’t really talk to job seekers, who could get lost on their site before finding out about live vacancies- the thing they wanted to know about most.