Small brand image shown here with Loving Your Work employer brand communications on image right Brand image shown here with Loving Your Work employer brand communications on image right

Cath Kidston

Cath Kidston - EVP, Employer Brand and Careers Site

Cath Kidston is an iconic British brand, adored by many both inside and outside the business. ‘Close to the customer’ was a brand immersive and consistent experience however as you moved through the different areas of the business, from department to department, and across the support functions it was clear that staff’s perceptions of the business and what it meant to be part of ‘Cath’ differed and were often diluted. There was a great opportunity to revitalise the brand – not just in the external talent markets where we had a great story to tell but weren’t doing so - but internally, to identify and celebrate what makes Cath a special place to work and in so doing embed more pride, cohesion and engagement. 

As always it starts with setting clear business objectives and a discovery process to ensure that all decisions are based in a foundation of fact. We reviewed survey and exit data, spent time with teams and key stakeholders both in stores and head office. By now we knew them better than they knew themselves and could build the pillars of a unique and compelling EVP – one in which people could take real pride and ownership and, as it turned out, actively champion. Out of the EVP, we developed the ‘Loving your Work’ employer brand and were able to deploy it at every touch point on the employee lifecycle from initial attraction, selection and careers site to onboarding, recognition, wellbeing and exit. And much more besides - checking our progress against the business objectives set at the start of the exercise.

Brilliant work, beautifully executed. A new and better recruitment process, reduced third party spend and a measurably better and more consistent candidate and employee experience.

And, more than that, a new sense of shared pride and identity in what it meant to be here and now on the Cath journey.

Small image showing the Cath Kidston Employee Value Proposition Image showing the Cath Kidston Employee Value Proposition
Small image showing various pages of the Cath Kidston careers website on four mobile screens Image showing various pages of the Cath Kidston careers website on four mobile screens
Image showing the Cath Kidston employer brand Image showing the Cath Kidston employer brand
Small image showing a Store Manager pages of the careers website, created by DNAImage showing a Store Manager pages of the careers website, created by DNA
Small image showing the home page of the careers website, created by DNAImage showing the home page of the careers website, created by DNA
Small image showing the Our Story page of the careers website Image showing the Our Story page of the careers website
Small brand image of a plan pulling a banner with brand messaging Brand image of a plan pulling a banner with brand messaging
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