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Crafting a Staff Brick by Brick: LEGO Group’s Expertise Quest


Sure manufacturers maintain a cherished spot in our recollections, but touchdown somebody’s dream job doesn’t robotically assure they’re the precise match on your crew.

In a latest episode of the Employer Branding Podcast, we delve into the world of Andrew Paterson, the International 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 high toy firm by income. Its title, derived from the Danish phrase “leg godt,” interprets to “play properly.” Nearly everybody has fond recollections of tinkering with their vibrant plastic bricks.

Whereas different iconic manufacturers like PepsiCo or Mars grapple with luring expertise for unconventional roles, Paterson faces a singular situation. LEGO is inundated with purposes for each place they provide. “The bulk, if not all of our time is spent managing purposes,” Paterson notes. “Due to the facility of our model, everybody desires to be a LEGO designer.” Thus, the problem lies in pinpointing one of the best candidates whereas guaranteeing those that miss out nonetheless depart with a optimistic expertise, remaining lifelong aficionados.

Fostering an Employer Branding Oasis

LEGO’s employer branding and expertise attraction endeavors have yielded exceptional outcomes, with a forty five% crew enlargement since 2020. Nonetheless, reaching such development necessitated substantial effort from Paterson and his lean crew.

With a world footprint encompassing 5 major regional hubs, 37 gross sales workplaces, 5 manufacturing websites, and over 500 retail shops, LEGO wanted to showcase worker narratives from numerous locales and roles. Amidst this, they revamped their careers web page and launched “Behind the Bricks,” a content material hub consolidating all employer model content material.

The EVP Epiphany

To craft their Worker Worth Proposition (EVP), Paterson and his crew carried out colleague analysis teams and collaborated with an company to gauge applicant insights and employer model notion. This led to the identification of six core LEGO values: enjoyable, creativity, studying, caring, high quality, and creativeness.

These values permeate each side of LEGO’s operations, from manufacturing facility flooring diligence to the intricacies of employer branding. An annual custom dubbed Play Day underscores this ethos, the place workers worldwide pause work to immerse within 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 every day duties, with bricks and communal builds adorning each workplace.

Culminating these rules, Paterson and his crew coined their EVP: “Think about constructing your dream profession.” It completely encapsulates LEGO’s essence, promising not only a job however an journey brimming with enjoyable.

To remain up to date on Andrew Paterson’s employer branding insights, join with him on LinkedIn. For help in sculpting your organization’s values and tradition, attain out for steering.

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