Brand & Business Strategy
Lowe's: Building an employer brand from zero
I built Lowe's first employer brand function for a 300K+ person organization and tied it to hiring performance.
01The situation
No employer brand function existed for one of the largest employers in the country.
02The human insight
Hypothesis
Draft: what Lowe's people valued about the work was the story.
03The strategic choice
- The decision
- Draft: build a discipline, not a campaign.
- Not taken
- Draft: a one-off recruitment campaign.
- The trade-off
- Draft.
04What we made
- lower cost-per-apply
- 75–80%lower cost-per-apply
- faster time-to-fill, critical roles
- 60–80%faster time-to-fill, critical roles
- better quality-of-hire in six months
- 14%better quality-of-hire in six months
05What changed
- Cut cost-per-apply by 75 to 80% and time-to-fill by 60 to 80% for critical roles; improved quality-of-hire by 14% in six months.
06Reflection
Draft.