Despite being home to many well-known brands such as Nurofen and Dettol, Reckitt struggled with brand recognition across the world due to low awareness and an outdated reputation. Working with Emperor, the company set out to showcase authentic employee stories, increase visibility and improve the quality and diversity of its hires. A survey showed that 55% of candidates had not heard of the brand, and those who had perceived it to be a “hard and fast” workplace. This meant it wasn’t reaching the right candidates.

A discovery process consisted of 40+ focus groups and more than 100 interviews to understand employees’ experiences at the company, allowing it to develop global talent personas to target. They also benchmarked the company externally with competitors and through exit interviews and Glassdoor ratings. Looking at ATS data showed where candidates were dropping off. Reckitt’s EVP – Freedom to Succeed – was a solid foundation but there was a perception gap between the culture experienced internally and perceptions externally. Reckitt and Emperor recruited employees from around the world who were proud to share their unique stories and created a series of authentic films that showed its evolved employer brand.

The brand was activated across multiple touchpoints including via talent acquisition and HR teams, its careers site, employee networks and employee advocacy over social media. Alongside this the company updated thousands of job ads with more inclusive language and launched paid campaigns aimed at critical skills and talent. The company received a surge of increased careers site views, reaching more diverse candidates and raising its social media profile. Hire time is faster and there has been a significant reduction in attrition. Reckitt has received recognition as a ‘top employer’, including a high score from LGBTQ+ work platform mygwork for its performance.