Five billion-dollar companies that built powerful employer branding

(3) Virgin Media – Make candidate experience your top priority

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Say hello to the jolly Virgin Media team in Bradford
Our next expert is Graeme Johnson (head of resourcing at Virgin Media). Virgin’s employer branding story is empowering; this lesson will show that by dedicating their brand to better candidate experience, Virgin is saving over £4.4m every year.

In 2014, Virgin were dismayed at a -29 NPS (Net Promoter Score) rating, and at costly, inefficient recruitment processes. This simply wasn’t good enough for a brand that prides itself on exceptional customer (and candidate!) experience.

Even worse, thousands of candidates (who were already existing Virgin customers) cancelled their subscriptions because of poor candidate experience. This was costing Virgin Media an astounding £4.4m in lost revenue – every single year! Talk about proof in the value of employer branding.

Since then, Virgin has committed itself to becoming definitive leaders in the talent attraction space. Through a series of EVP workshops, Virgin identified the key ingredients that make it unique and exciting to work for their brand.

Virgin’s careers website, newly designed app and social recruiting strategies all share the same messaging and tone.

Since redesigning their EVP, Virgin has become one of the highest rated employers in the UK and continues to attract best-in-class talent across all departments.

Fancy yourself as a bit of an artist? The next company has incorporated cartoons into its employer branding 

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