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Building teams brick by brick: The LEGO Group’s talent search

Certain brands hold a cherished place in our memories, but finding someone’s dream job doesn’t automatically guarantee they’ll be a good fit for your team.

In a recent episode of the Employer Branding Podcast, we took a deep dive into the world of Andrew Paterson, Global Head of Employer Branding and Talent Attraction at the LEGO Group. Learn how they solved this unique talent conundrum while injecting a spirit of joy into their recruiting strategy.

The power of games

The LEGO Group is a 90-year-old family-owned company that has grown into the world’s largest toy company by revenue. Its name comes from the Danish “leg godt”, which translates to “play well”. Almost everyone has fond memories of tinkering with vibrant plastic bricks.

While other iconic brands such as Pepsi or Mars In trying to attract talent for unconventional roles, Patterson faces a unique situation. Every position offered by Lego is flooded with applications. “Most, if not all, of our time is spent managing applications,” Patterson noted. “Everyone wants to be a LEGO designer because of the power of our brand.” So the challenge is to identify the best candidates while ensuring that those who miss out still leave with a positive experience and become lifelong enthusiasts.

Cultivate an employer brand oasis

LEGO’s employer branding and talent attraction efforts have delivered significant results, with the team expanding by 45% since 2020.

LEGO operates globally across 5 major regional centres, 37 sales offices, 5 manufacturing sites and over 500 retail stores, so it was important to showcase the stories of employees from a variety of locations and roles. During this time, they revamped their careers page and launched “Behind the Bricks,” a content hub that brings it all together. Employer brand content.

Executive Vice President’s Epiphany

To develop the employee value proposition (EVP), Patterson and his team conducted peer research groups and worked with an agency to measure applicant insights and employer brand perceptions. This led to the identification of LEGO’s six core values: fun, creativity, learning, caring, quality and imagination.

These values ​​permeate every aspect of LEGO’s operations, from hard work on the factory floor to the intricacies of our employer brand. This spirit is underscored by the annual Game Day tradition, where employees around the world take a break from work to immerse themselves in the joy of learning through games. This year’s theme is “The Mysteries of the Game,” which promotes a day of collaborative detective work. Additionally, LEGO integrates play into daily tasks, with each office decorated with bricks and public buildings.

Cultivating these principles, Patterson and his team created their EVP: “Imagine building the career of your dreams.” It perfectly embodies the essence of LEGO, promising more than just a job, It’s an adventure full of fun.

To stay up to date with Andrew Patterson’s employer branding insights, contact him On LinkedIn. For help shaping your company’s values ​​and culture, reach out for guidance.

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