Great products, great back story, great sales, great brand – just when it looked like SuperDry (and its parent company, SuperGroup) could do no wrong, that’s, in fact, exactly what happened. Wednesday saw the group lose an eye-watering 30% of its stock market value. And what went wrong?
Some very basic, very unglamorous logistics and inventory issues relating to its warehouses.
Surely, the market overreacted? Not so, the issues suggested that the company might be over-reaching itself and that some key fulfilment elements were going badly wrong.
And what can employer branding learn from this?
Very simply, that the external articulation of your employer brand is, at best, only half the story. Great, your messaging platform is enticing, differentiated and a thing of beauty. But what about the candidate journey to your website? Are you asking candidates to trek over the electronic Andes to get to your ATS? Are candidates asked for the same information on more than one occasion? Are you effectively inviting only the desperate to carry on with a long, tedious and off-brand application experience?
You might have been there and got the T-shirt with your employer branding communications, but are some of the less glamorous parts of the candidate experience destroying the employer brand value you’ve worked so hard to create?
Getting to the heart of your employee mindset 