TRAP_April15.qxp_The Retail Appointment 25/03/2015 15:01 Page 7
ployers: the results
ast month The Retail Appointment
reviewed the concept of what makes
an attractive brand for job seekers,
concluding with the revelation that it would
be conducting a significant employer brand
survey of job seekers as they asked ‘which
retailer do you think has the best
employment brand?’ With 50 of the UK’s
most popular retail brands to choose from,
John Lewis, perhaps unsurprisingly, came
out on top with 41% of the votes.
The Retail Appointment survey saw
Selfridges just behind Apple with 5% of the
votes, with Harrods on 4%, and House of
Fraser, Waitrose, and Tesco all with 3%.
Next completed the top ten with 2% of
employees stating them as the most
desirable retail employer’s brand.
We have often heard consumers praise John
Lewis for its service and the quality of its
products, as well as its overall integrity as a
brand. However, from an employment point
of view the brand is capturing the
imagination of job seekers throughout both
the UK and the world.
jobs market. With a general
L
Staff receive an annual bonus based on the
profits of the business; the more effort they
put in, the more they get back. John Lewis
is living up to its expectations, which have
been built upon a solid foundation since
1864.
One vital reason behind John Lewis’ growing
popularity throughout past decades is trust.
Consumers trust the brand to deliver
products from washing machines, towels,
door handles, sheepskin boots and even
their lunch; employees trust the brand to
look after their livelihoods, hopes, and
aspirations. ()Q