What if your brand isn’t a single organization but a family of several brands, each with its own priorities, competitors, and target candidates? That’s the challenge LexisNexis Risk Solutions Group (RSG) faced in 2020.

Under the leadership of Director for Employer Brand Shelley Jeffcoat, the company launched an EVP that served each of its eight brands while helping them distinguish themselves as employers. To do this, Jeffcoat’s team needed a strategy as unique as their organization.

Get Brand-Specific as Early as Possible

As early as the research stage, Jeffcoat’s team was organizing data by brand. With help from an external research firm, LexisNexis RSG explored each brand’s target candidates and demographics, its competitors, its functions, and more.

Think Bigger Than Promotion

The choice to equip each LexisNexis RSG sub-brand with its own EVP wasn’t simply marketing cleverness. Getting specific made the company more competitive as an employer and continues to impact the employee journey as well.

Empower Employees to Participate

Before the EVP launch, it was challenging for employees to engage with brand advocacy. They lacked clear pathways to actions like social promotion, leaving Glassdoor reviews (LexisNexis RSG had multiple Glassdoor profiles), and helping prospective candidates get in touch (there were multiple Careers web pages).

Invest in Your Employee Advocates

To generate internal momentum around brand advocacy, Jeffcoat knew she’d need to find employee advocates. She started her search with the talent acquisition team (a natural choice, as they were already skilled and experienced at representing the business to the public). But because of the company’s unique structure, Jeffcoat knew she couldn’t stop there; she’d need to pull in stakeholders from every brand and balance each brand’s representation.

To follow Shelley Jeffcoat’s work in employer brand, connect with her on LinkedIn. To identify the values and culture you want to create in your own company, get in touch.

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Chris initially chose to work within the Life Sciences and Medical Technology sector as he is passionate about healthcare and positively contributing to people’s lives. Chris has previous experience of both agency and internal recruitment, which has provided him with a real rounded understanding of what works well for clients and candidates. Initially working for a Times Top 100 recruitment agency as the second person into the Life Science Team, Chris positively contributed to the team’s growth through his commitment to providing a best in class service. Following a successful period of time in agency recruitment, Chris was headhunted by one of his largest clients. Perhaps due to the success of successfully providing them with 16 new and talented people for their business between March 2018 – October 2018. This business was ONI (Oxford Nanoimaging), who are one of the fastest growing biotechnology companies in the UK, with a headcount growing from 15 to 85 in just one year (2018). In the two years that Chris has been working with ONI, he has directly hired more than 40 people into the business, an incredible achievement.