In the first of a series of interviews with talent experts of the retail industry, we talk about employer branding with Robin Lewis, HR Director at New Look.   In this discussion, Robin stresses the importance of treating the people strategy as a serious commercial element to the business and calls on retailers to pay close attention to learning and development.

It is undeniable that New Look's fashion for all branding is highly distinctive and recognisable and Robin Lewis, HR Director explains that to have a compelling employer brand too, it really must identify with the core brand. 

 

What does make a compelling employer brand?

Robin suggests the three most important things to get right:

Firstly, there's the employment proposition; the salary, benefits, career progression, training and development and everything the company does for the employee as an individual.

Secondly, there's the culture of the business. To Robin it's about "Whether it has some sort of value set that individuals can identify closely with. Potentially this could be all about involvement, communication and the general working style of the business."

Thirdly, real identification with the consumer brand. "Particularly in a fashion related business such as New Look, where you have a very strong consumer brand, then the employment proposition would have to fit that well."

 

Why is it so important for the employer brand to identify with the core brand?

Robin explains that prospective employees need to be able to make a dispassionate decision of whether the brand is right for them or not.

"It's the employees who are going to be selling the product, buying the product, managing the product, so they have to have a real identification with it."

"New Look, for example is energetic, vibrant and extrovert; it's about a love of fun and a love of fashion. What I wouldn't want to develop is an employer brand that was in any way separate from what we're trying to identify with in a consumer sense."

The point Robin makes well is that it is equally important for a prospective employee to be able to say "sorry that's not for me, it's not what I'm interested in." So being truthful with a warts and all story is vital in controlling early attrition.

 

What advice would you give to other retailers?

"In terms of top talent, and this applies to any function and across different sectors, you've got to get it right from a pay and benefits point of view. We've talked about the culture fit and the other one for me, which is absolutely important, is being able to provide great training and career opportunities. It's not just about going and doing a job, it's about seeing the next step, seeing potential and making a real contribution to the business. If you can get the balance of those things right, there's no doubt you can be a leader in attracting top talent."

 

What other advice would you give?

"I think you have to work with people and the people strategy as a serious commercial element of your business. It's every bit, if not more important, than your supply chain, your product and the way you manage your stores. This applies to absolutely any business's success or failure at any level. It is absolutely dependant on the talent that you've got there doing the job. Pay close attention to your people and make sure you've got the best."

 

What's the best advice you've had?

Robin admires the work of HR Guru Dave Ulrich. "His proposition in terms of managing people is you have to get it right at every different level. But the fundamental is getting it right at the basic employment proposition; paying people on time, recruiting them well. That's the functional job of the HR department, but it has to also operate on a strategic level. It's not about running a tight ship from an HR functional point of view. It's about energizing the entire organization around talent and around people."

 

We continue our employer branding series with Liz Jewitt-Cross, HR Director, Mosaic Fashions, who urges retailers to get out into schools to promote retail as a worthy profession for the next generation.

If you would like to discuss employer branding or have suggestions for future TALK about topics, please contact us.