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Three steps to better employee motivation and engagement

What do Royal Bank of Scotland, UKFast and Qhotels all have in common? They’ve each run an Employee Motivation Day. Yes, it’s a real thing, though perhaps not yet a movement, created to inspire passion and appreciation for the greatest asset a company can ever have – its people.

The importance of company culture

While taking a day to consider what makes your employees happy is a great first step, results are likely to be short lived unless they are supported by the underlying company culture – that elusive intangible which either attracts or repels.

As the workforce gets younger and priorities move from job security to work/life balance, organisations are slowly realising the growing importance of factors such as brand reputation, company values and culture, in a candidate’s decision making process – whether a new recruit or a long term employee.

We buy into brands that match our personalities and seem to share our view of the world and we’ll continue to buy from them while they deliver on those perceptions. This holds true whether the brand in question is a cup of coffee or our next employer.

Leading by example

Management styles and structures go along way to creating and establishing company culture. Big companies have policies and procedures to help employees know what’s expected of them and present a united face to the world.

In smaller companies, hierarchical structures are alive and well and culture often evolves around the beliefs and expectations of those at the top. In such environments you’re more likely to find extremes, from extroverted start-ups where anything goes to ‘old school’ behavior, thinly disguising discrimination in all its forms.

Agencies tend to be more autonomous, bound by tight knit teams who develop their own code of conduct. Employees might work late nights and through weekends to meet client needs but the culture of competition and mutual support inspires loyalty rather than revolt.

Industry plays its part in company culture too. Financial services and law firms are normally quite reserved, while fashion houses and publishers exude an entirely different atmosphere. Each needs to resonate with candidates that can perpetuate the culture within – not just knowing the brand, but being the brand.

Lasting impressions

Richard Branson recently tweeted ‘respect is how to treat everyone, not just those you want to impress.’ In an increasingly competitive market to attract and retain the best talent, companies need to build trust above all else or risk the long lasting brand damage of employees making their frustrations public.

Denholm help shape company perceptions every day. They know how company culture affects perceptions and work closely with candidates and clients to ensure best fit on personality as much as qualifications. Established skills hunters, Denholm educate and guide throughout the recruitment and selection process.

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Head of Marketing for Vodka, Gin and RTDs

Denholm is delighted to be working in partnership with Loch Lomond Group to recruit a passionate, creative and strategically-minded marketing professional to the team. In this newly created role, the Head of Marketing for Vodka, Gin and RTDs will take full ownership for defining the direction the clear spirit brands take.

The role will offer the perfect balance of brand and trade marketing activities. Working with a category leading brand, you will have strong consumer branding knowledge which will allow to translate these brand activations into engaging brand stories and will help recruit the target audience into the brand halo. A strong commercial marketer, you will work with the Sales team to execute key marketing initiatives, ensuring that all brand executions produce a strong ROI through the P&L.

The Head of Vodka, Gin and RTDs is one of the most exciting roles available in the marketplace and will provide a solid platform for an adventurous and thought-provoking market leader to make a big impact in the category.

Head of Whisky Marketing

Denholm are delighted to be working exclusively with Loch Lomond Group; one of the most exciting and fast-growing global spirits companies in the country. To assist with their growth ambitions, they are looking to recruit a commercially astute and strategic marketer to join their team in a newly created role, as Head of Whisky Marketing.

Reporting to the Chief Marketing Officer, the Head of Whisky will create and drive a comprehensive and strategic brand plan including positioning, range architecture and pricing strategy to allow delivery of the business growth ambitions. You will have a background of working with premium spirits and be confident in launching NPD and range extensions across the global marketplace, ensuring alignment to the brand values through promotional toolkits. In addition to a background in brand-building, with the consumer at the heart of global activations, you will have experience of leading brand communications across all platforms including digital, sponsorship, PR and Events.

The Head of Whisky will be a visionary thinker and will bring passion and enthusiasm to the role. You will have the ability to nurture and lead a high performing team to ensure that all strategic plans are translated into commercially successful activations.

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CVs and interviews will take you to Level 2. Our behavioural profile will take you to Level 3, vital to identifying future potential.

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