Helping us to compete more effectively with the best, for the best

Great businesses and brands act and speak with clarity, consistency and relevance. This helps them to win the hearts and minds of their audiences, creating advocacy and trust.

In developing the employer brand system our research highlighted that we need to be better at communicating our employee offer to people inside and outside our business. Our lack of clarity and consistency was seen to contribute to a lack of understanding, engagement and advocacy. Our new employer brand system directly addresses this, giving us the clear focus and guidance we need to build our employer brand and to compete more effectively with the best to attract and retain the best.

Helping us to solve our most critical people challenges:

• Helping our people to navigate organisational change by providing a clear people narrative.
• Competing more effectively with a broader range of employers for future talent, including in-demand groups such as tech specialists.
• Engaging and retaining our people as expectations shift and employees seek greater flexibility and more purpose from their work.
• Attracting and retaining diverse talent, including senior women, to support our growth and innovation agenda.