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BUILDING A DYNAMIC
employment brand
North America | Global A Sample of Our Diverse Client Base
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RETHINKINGthe retail experience
of engagement have changed
THE RULES
YOUR EMPLOYER
BRAND
is built aroundexperiences
YOUR EMPLOYER
BRAND
is what talent says it is
your unique employee value
proposition
UNCOVER
of a career in retailPERCEPTIONS
PERCEPTIONS
Lack of personal growth and development
Limited career opportunities
Spend your day on a cash register
The work is not rewarding
Always work weekends and evenings
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5A retail career is so much more than folding pants
and shirts!
the conversationCHANGE
INSIDE OUTapproach
Ted Moroz,President, The Beer Store
“I really wanted to ensure that regardless of division, our employees felt that they were living a consistent experience that reflected the promise we were making to them and delivering on what they collectively valued most about their Beer Store career experience.” – Ted Moroz, President
WHY WE DID ITDriving Customer Experience
Improved Employee Engagement
Bricks and Mortar changes to stores
HOW WE DID IT
Research1
Workshops2
Engagement Action Plan3
Brand Ambassador Program4
Internal Creative(calendars, posters, social media)
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INTERNAL LAUNCH
EXTERNAL LAUNCH
RESULTS
Increased Customer Satisfaction Scores
Increased Employee
EngagementIncreased
Sales
Improved Market Share
Employee Ambassadorship on
Social Media
EMPLOYER BRAND INSIGHTS
Kristen MacLellan,Senior Manager, Talent Acquisition
Best Buy Canada
To be amazing, you have to be amazed.
Our promise to our customer needs to be our promise to our people.
- Kamy Scarlett, CHRO & SVP Retail
Importance of a Canadian EVP for Retailers
Relatableand authentic
content
Shopping for aculture, a vision and
a purpose
Canadiansare extremely
proud
Promoting localstories of growth and
development
Biggest Successes
Let employees do most of the talking!
Find synergy in candidate and customer message
Don’t treat it like an event
Driving Customer Experience
Improved Employee Engagement
Best Buy Employer Brand Goals
Aggressive hiring
Highlight unique positions
Give voice to our employees
Showcase the culture
Share untold stores
Change candidate perception
Driving Customer Experience
Improved Employee Engagement
3 Takeaways From My Experience
Manage InternalStakeholders
Leverage CustomerExperience
Post Content &Be Prepared
ACTIVATEbring your
employer brand to life
measurable impacts
OUTCOMES
In 12-18 months of launch, our clients have seen:
EMPLOYER BRANDCHECKLIST1
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Understand what employees value in a work experience with you.
Learn how external talent perceives your organization as a place to work.
Research competitor employer brands and use insights to differentiate.
Develop a genuine employee value proposition and employer brand message.
Activate your employer brand internally and externally.
Foster ambassadorship and provide the support and resources for success
Align every stage of the employee experience with your employer brand.
Continuously measure, adjust and strategize.
