PROMOTING VELUX AS AN EMPLOYER BRAND
THE STORY BEHIND THE MARKETING TEAM OF THE YEAR AWARD
WHAT WE DO We make roof windows and blinds Mission- improve indoor living environments Bringing daylight and fresh air to life VE LUX literately means ventilation and light Operate in 42 markets Danish HQ in Copenhagen Privately owned UK market share of 70% I am responsible for Sales & Marketing 2
THE VELUX BRAND A Big brand in our own way? But arguably not as an employer brand? Desirability to join as a marketer? Passion & pride to work for VELUX Strong emphasis on company values Model company
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WHAT LIES BENEATH THE EMPLOYER BRAND? 1. Specifically want to look at the colleague / brand relationship and the impact this has on the outward brand projection 2. Explore the balance of impact between recruiting talent and farming it... How these factors impact the brand Two VELUX examples to explore this 1. Customer Service 2. V-GBI marketing
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A LOOSE FOOTBALL THEME Opening game of the 1995 football season Aston Villa 3 Manchester United 1 Paul Ince, Andrei Kanchelskis & Mark Hughes Replaced them with kids no one had heard of Paul Scholes, David Beckham, Garry & Phil Neville Won the league and cup double… the rest as they say is history! A buying club or a development club?- please hold the thought for a few minutes 5
“You’ll never win anything with kids”
CUSTOMER SERVICE EXAMPLE
Just a call centre? Our most common customer touchpoint… rather good A projection of our brand A footprint in the community Satisfied, motivated, loyal & committed Customer satisfaction Brand reputation 6
Satisfaction & motivation
Operations VELUX Company Ltd The VELUX Group 100
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Rating
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Satisfaction & motivation
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Satisfaction
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Motivation
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THE MARKETING CHALLENGE 2013…How can we attract or develop the talent we need to grow our business consistently , in a cyclical industry? Fife Windows / construction industry Not FMCG- stigma? Famously cyclical, 70+% market share (have to grow the market) Category data poor / insight Belief that we can drive growth?
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WHAT WE DID INTERNAL DEVELOPMENT CAMPAIGN 2013 Internal recruitment from our customer service team- 4 heads Personal development emphasis. The importance of "yet" Diagnosing culture- is now- want to be Measurement, PBs and external benchmarking Drive change- Dissatisfaction with current state & inspiration of future state Root cause analysis techniques Congruence model Constructive mindset Agencies- development support- lunch & learn 9
Rewarded performance- rapidly promoted young ambitious
3 CAMPAIGNS BEHIND THE WIN Leveraging all of the development work we were doing.. Here are 3 quick examples of the campaigns behind of MS team of the year award
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A CUSTOMER REWARDS PROGRAM Data poor industry - incompatible with our objectives in a digital age Rewards prog- from scratch Now have over 1/3 of the market as active members Huge data & market intelligence advantages Double digit sales volume growth
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UPDATED OUR PRODUCT PROGRAM In order to grow, we have to grow the market …A fresh contemporary look Re- launched our product platform (analogous to a flavour change from coke?)
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GROWING THE MARKET Awareness of our brand- famous for bedrooms in loft conversions Bring daylight and fresh air to family living spaces Grow the market- millions of house extensions Dark and unsatisfactory Research showed homeowners didn’t think of VELUX as a solution
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RESULTS SO FAR We are still striving to become a leading employer brand for marketers… 2017 Marketing team of the year & seven other industry awards Investors in People Gold V-GBI marketing sub brand? Now at the heart of an international marketing community - connected to a 100million euro spend Footnote- one of our “kids” from customer services was shortlisted for marketing star of the year ( 4 years after leaving “the call centre”) 15
THANKS For listening To our sponsors Denholm To the MS organisers Enjoy the day! Happy to talk - please don't hesitate to Linkdin or email
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FIND US HERE twitter.com/VELUX CONTACT INFO Jim Coates jim.coates@velux.co.uk
facebook.com/VELUX youtube.com/user/VELUX linkedin.com/company/VELU X pinterest.com/VELUXGroup/