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Defining Your Brand

The Challenge

A leading player and trusted brand in the UK betting industry was poised to align their employer brand to the organisation’s business strategy and its people strategy. The brand is committed to offering unrivalled customer service. Its business culture is led by helping and understanding its customers, and it responds to their needs with a continually evolving suite of innovative products and services. These strengths were not as confidently, consistently and widely communicated, as they need to be in the face of stiff competition. This was particularly true regarding individuals who have the right attitude and customer skills to offer but know nothing of the bookmaking industry.

The Solution

Desk research and focus groups revealed some real strengths in place but also identified significant challenges around developing the employer brand – visibility, distinction, quality of candidates, talent retention in the call centres and the poor perception and reputation of bookmaking. The employer brand development starting point was to identify the organisation’s people purpose. From there the people with the ability to deliver that purpose could be identified. The final step was to align the brand proposition to those people. What’s in it for them and what would they get out of working in the business were key considerations.

The Result

The launch of a new employer brand, based on brand pillars with a clear line of sight to their reputation for exceptional customer service, innovation and bookmaking knowledge and expertise. Fresh and relevant creative platforms were developed and applied to all collateral and new brand guidelines were developed to drive engagement and consistency.

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