With an ambition to be recognised internally and externally as a top employer, able to attract the top 10% of talent in Britain, Harrods tasked Logistik with creating an ‘Employer Brand’ that would truly resonate with employees and ensure the journey, from recruitment to retirement, was ‘joined up’ and reflected the Harrods experience at all touch points.
We mapped all touch points throughout the employee experience from recruitment activity and onboarding to learning and development, auditing all external and internal communication channels to access impact and effectiveness, to understand what it felt like for potential recruits and existing employees. At the same time we set about defining the brand essence which would connect the numerous internal communications channels.
This proposition is what it means to be a Harrods employee. It’s what it means to ‘Be Harrods’. We developed a series of emotive statements for use on a variety of channels which sum up the Harrods experience, employee calibre, and ultimately its brand. After testing the route via brand workshops we brought the Employer brand to life. Creating full brand guidelines including tone of voice for all online and offline channels.