A strong employer brand that focuses both staff and consumer attention on value for money has won Asda more than a loyal customer base, writes Anna Scott
Asda’s “pocket-tapping” ads were central to the supermarket’s brand for 30 years, and still remain in consumers’ consciousness. Why? Because Asda’s sole aim is to “save customers money every day”.
By developing the employer brand, Work Communications and Asda have succeeded in creating an employee experience that is “joined at the hip” to this proposition, and saved the company £2.6 million to date along the way. They’ve also won the Grand Prix award at this year’s CIPD Recruitment Marketing Awards.
“The second I saw it I thought it was outstanding,” says judge Anne Riley. “Great material that covers all aspects of the company and really brings the people who work there out as being key,” adds fellow judge Tom Keeney. Over three months, the Work Communications team, with the fundamental involvement of Asda’s international chief marketing officer, conducted leadership interviews, ran listening groups, interviewed candidates and engaged with over 400 employees, not to mention reviewing competitor activity and immersing themselves in the workplace.
From the findings, Work was able to articulate employer brand in the acronym of Asda – Adventure, Sole purpose, Development and Altogether. Work found Asda employees honest and enthusiastic. They saw the “warts and all” version of working for this chain. While the Asda values were present in the business, cracks were appearing, with pressure mounting and teamwork and trust diminishing.
So by developing an Employer Brand Management Place, which refocused leadership behaviours, re-energised reward and recognition, redesigned and relaunched the employee feedback survey and launched a health and well-being programme for employees, Work Communications, with Asda, has helped bring the workplace culture back to health.
Brand components are now articulated through all communications, and Asda’s labour turnover, at 15.9 per cent, is the lowest across the grocery sector. Direct sourcing now fills 85 per cent of vacancies. Cost per hire is down more than 50 per cent on two years ago. Forty per cent of all roles are filled internally. “The results are compelling,” says judge Emma Hardaker-Jones. The work itself “felt right”, adds judge Natalie White. “The video impressed me, and all the other pieces complemented it.”
The award for best Employer Brand, that Work Communications has won, is one of 14 categories. This year, the 31st year of the awards, sees the launch of a new award, for Social Media. This category is open to all recruitment work using social media and looks at interaction with potential candidates, raising an employer’s brand and the impact made through creative use of social media. The winners and runners-up are detailed in the following pages.
Rising to the challenge
Headlines about unemployment create a monochrome image writes Vanessa Robinson, head of HR practice development at the CIPD. But the labour market isn’t like a tap – on or off. Even in the worst times, there are employers recruiting. And now, as the economy shows signs of recovery, we see organisations in parts of the private sector recruiting, although in much of the public sector the scene is downright bleak.
But one thing we find in conversations with CIPD members – and our latest resourcing survey – is that, although the volume of applications has shot up, it’s still a challenge to find quality applicants. And even more of a battle to win their attention and commitment – which is where recruitment marketing comes in.
The entries for the CIPD Recruitment Marketing Awards showcase innovation and return on investment. Digital channels are seen as a critical part of the recruitment strategy, but throughout the submissions we’re seeing agencies exceed their clients’ expectations across all channels.
I hope you find the entries for this year’s CIPD Recruitment Marketing Awards as inspiring as we have – well done to all this year’s winners!
The Judges
Manjoor Azizul, creative director & co-founder, Pink Squid
Angela Baron, adviser organisation development and engagement, CIPD
Louis Clement, creative partner, Skive
Manda Crowder, partner, andsome
Rupert Grose, CEO, Euro RSCG Riley
Emma Hardaker-Jones, head of resourcing, BP plc
Mark Horley, global creative director, Work
Tom Keeney, director ER and resourcing, BT Group
Malcolm Kemp, director of talent acquisition & development, Betfair
Jim Landen, creative director, Bernard Hodes
Finn Lynch, director, Blackbridge
Claire McCartney, adviser resourcing & talent planning, CIPD
Anne Riley, recruitment communications consultant
Vanessa Robinson, head of HR practice and development, CIPD
Andrew Soane, director of client development, Penna
Perry Timms, head of talent, Big Lottery Fund
Steve Vranakis, creative director, VCCP
Natalie White, head of corporate marketing, CIPD
Keni Wong, senior art director, TMP Worldwide
Visit www.cipdrmas.co.uk for further information
The award categories this year are:
Grand Prix
Agency of the Year
Copywriting
Social media
Internal recruitment communications
Recruitment website
Art direction
Graduate recruitment
Press advertisement
Recruitment effectiveness
Diversity initiative
Campaign of the year
Outdoor recruitment
Employer brand
Digital recruitment