Work Study #5 - Harrods Employer Brand Research and Development
Read below to find out how Philip led a project to improve employee experience through employer brand development………..
Background
Philip consulted with Harrods Stores, London, to improve the employee experience through the development of a new employer brand “Be Harrods”. Philip was tasked with researching, scoping, designing, developing, and launching a new employer brand that would serve as a catalyst for improving employee engagement and satisfaction.
Objectives
The objective was to create an employer brand reflective of the contemporary values, culture, and vision of Harrods (post Al Fayed). Philip was tasked with developing a robust brand research project with recommendations to sign-off with the Harrods leadership team, coordinating the design and launch of the new brand, leading eight workstreams to embed and improve the employee experience in support of the new brand “Be Harrods”.
Project activity
The project started in 2011 and continued until 2013. Philip began by conducting extensive research into Harrods culture, values, and vision. This was followed by an analysis of the existing employer brand and an assessment of the employee experience. Philip then developed a comprehensive report with recommendations for improving the employee experience.
The next step was to work with design agency partners to design the new employer brand, which was to reflect the organization's values and culture. Philip worked closely with the leadership team and other key stakeholders to develop the new brand. Once the brand was approved, Philip assisted in the implementation of the new brand across the organization.
Philip also created and led eight workstreams to embed and improve the employee experience. These workstreams included the role of the line manager, store security, employee engagement, communication, and recognition and rewards.
Key Results
The new employer brand, "Be Harrods," was approved by key stakeholders, including the Managing Director. Philip developed a robust report with recommendations for improving the employee experience, which was well received by the leadership team.
The newly designed brand is still used to this day and has become an integral part of the organization's identity. The eight workstreams led by Philip also contributed to significant improvements in the employee experience. Employee engagement and satisfaction increased, and turnover rates decreased.
Conclusion
Philip’s work with Harrods Stores, London, is an excellent example of how a well-executed project can lead to significant improvements in an organization's employee experience. By developing a new employer brand, gaining sign-off from key stakeholders, coordinating the design and implementation of the new brand, and leading eight workstreams to embed and improve the employee experience, Philip helped Harrods achieve its objective of improving employee engagement and satisfaction.
To discover how Max Talent can help you with learning and development projects to improve the employee experience why not book a virtual coffee and chat with Philip about your specific people requirements or email me at philip@maxtalent.co.uk.
