boohoo group
boohoo group Employer Brand Guidelines
After developing boohoo group’s Employee Value Proposition and Employer Brand, we wanted to empower their teams to use the new Employer Brand and tone of voice consistently. With more than 70 members of the People team, plus other teams needing to articulate the Employer Brand, clear and engaging key guidance would be required. This would ensure that expectations regarding all communications were easy to follow and deliver against. Without guidance, resulting communications could impact potential candidates and the existing team’s experience of the Group.
We developed, defined and refined two guidelines documents for the brand. We needed to consider how the Employer Brand looked, how it could be adapted to different types of communications – both internal and external – and how it would sound. The guidelines would need to be clear, consistent, easy to understand and suitable for members of the in-house creative team and the People team.
We produced two interactive documents that allow users to quickly get the information they need. One was a tone of voice document, and the other covered look and feel. Both guides provide enough context and background information so if the Employer Brand assets are new to someone, they can learn more, or if they’re using them as a sense check they can get to what they want easily. We held a virtual workshop to take the team through the guidelines and how they were being set up as templates internally. With checklists, examples and clear guidance, the boohoo group team are now empowered to confidently create Employer Brand-focused materials for the Group.
This is what our client had to say:
“Our tone of voice and Employer Brand guidelines have been a huge hit internally, they are empowering our teams to develop their own content for candidates and employees alike in a unified and compelling way. They have been a catalyst for creativity and control simultaneously and are driving change across our processes & elevating our People team’s voice.”
Victoria Barber-Pearce, Talent Acquisition Project Manager
“Our tone of voice and Employer Brand guidelines have been a huge hit internally, they are empowering our teams to develop their own content for candidates and employees alike in a unified and compelling way.”
Victoria Barber-Pearce – Talent Acquisition Project Manager