Optimistic producers maintain a cherished spot in our reminiscences, nonetheless touchdown any particular person’s dream job doesn’t mechanically assure they’re the appropriate match in your crew.
In a up to date episode of the Employer Branding Podcast, we delve into the world of Andrew Paterson, the World Employer Model and Expertise Attraction Lead on the LEGO Group. Uncover how they deal with this distinctive expertise puzzle whereas infusing a spirit of pleasure and play into their recruitment technique.
The Energy of Play
The LEGO Group, a venerable 90-year-old household enterprise, has blossomed into the world’s extreme toy company by earnings. Its set up, derived from the Danish phrase “leg godt,” interprets to “play efficiently.” Virtually all folks has fond reminiscences of tinkering with their vibrant plastic bricks.
Whereas completely totally different iconic producers like PepsiCo or Mars grapple with luring expertise for unconventional roles, Paterson faces a singular state of affairs. LEGO is inundated with features for each place they provide. “The bulk, if not all of our time is spent managing features,” Paterson notes. “Because of facility of our model, all folks should be a LEGO designer.” Thus, the problem lies in pinpointing among the many finest candidates whereas guaranteeing individuals who miss out nonetheless go away with a constructive expertise, remaining lifelong aficionados.
Fostering an Employer Branding Oasis
LEGO’s employer branding and expertise attraction endeavors have yielded distinctive outcomes, with a forty five% crew enlargement since 2020. Nonetheless, attaining such enchancment necessitated substantial effort from Paterson and his lean crew.
With a world footprint encompassing 5 principal regional hubs, 37 product gross sales workplaces, 5 manufacturing web pages, and over 500 retail retailers, LEGO wanted to showcase worker narratives from fairly a couple of locales and roles. Amidst this, they revamped their careers internet net web page and launched “Behind the Bricks,” a content material materials supplies hub consolidating all employer model content material materials supplies.
The EVP Epiphany
To craft their Worker Worth Proposition (EVP), Paterson and his crew carried out colleague analysis teams and collaborated with an agency to gauge applicant insights and employer model notion. This led to the identification of six core LEGO values: pleasurable, creativity, studying, caring, high quality, and creativeness.
These values permeate each facet of LEGO’s operations, from manufacturing unit flooring diligence to the intricacies of employer branding. An annual custom-made dubbed Play Day underscores this ethos, the place staff worldwide pause work to immerse contained in the pleasure of studying by means of play. This 12 months’s theme, “The Mysteries of Play,” fostered a day of collaborative detective work. Furthermore, LEGO integrates play into day-to-day duties, with bricks and communal builds adorning each workplace.
Culminating these pointers, Paterson and his crew coined their EVP: “Think about establishing your dream profession.” It totally encapsulates LEGO’s essence, promising not solely a job nonetheless an journey brimming with pleasurable.
To remain up to date on Andrew Paterson’s employer branding insights, be a part of with him on LinkedIn. For help in sculpting your group’s values and customized, attain out for steering.