LSG: building a new internal culture that supports the company’s ambitions

Many companies face the same problem: how do you recruit the best people, and how do you make sure they stay with you? Mobile phone insurance company Lifestyle Services Group (LSG) had always used high street recruitment agencies to find staff, but the attrition rate was high and the whole process was too expensive.

When Phones 4U sold LSG, the company struggled to establish a new internal culture to match its new external brand.

Build an employer brand

Our first step was to get to grips with the internal culture: working alongside the HR team to discover why people work for LSG, and what life is like at their contact centres. We saw that LSG’s reputation as a business didn’t match its reputation as an employer – something we could help to change.

Refer a friend campaign

We encouraged LSG to establish its brand values and vision internally, and as part of that we designed a refer a friend campaign called Splash the Cash.

We designed it to do several things at once. Not only would it change employees’ past perceptions of LSG, it would also attract people who would be more likely to stay. The campaign would be the beginning of a new brand that worked for employees and customers, and along the way it would keep the resourcing costs low, compared with high street agencies.

60 new referrals in a day

To make a splash for launch day, employees could nominate their managers or colleagues to get soaked. The videos were shared on screens around the contact centre, and in emails.

The more serious result? LSG had 60 referrals on the first day. And in the first three months the HR team had 194 referrals, and made 91 offers. All of the telesales staff employed through Splash the Cash were still with the company a year on, as opposed to 60% of agency candidates. The scheme also appealed across the organisation, from IT to operations and management.

Employee engagement soared. People talked about the launch day for weeks afterwards, and the whole company got involved. It even won a few awards.