The Challenge
Historically, feedback about the induction process in the central support centre had been quite negative, with new starters feeling unsupported, uninformed and undervalued. This inevitably was having an impact on retention.
Our client at Whitbread had written fantastic content for a new, comprehensive central support centre induction programme, but did not have the marketing skills or design support internally to turn the content into engaging material.
The Solution
Acknowledging Whitbread brand guidelines, the newly launched People Strategy, and the company’s commitment to D&I, and applying a marketing approach to the delivery of the content, we created a new induction brand – ‘Whitbread First’, with the supporting proposition ‘Your future starts here’.
We applied this new branding and tone of voice across a suite of induction materials, including:
- Useful information before you start booklet
- Your first four weeks booklet
- Digital branding for induction pages within the LMS system
- Branded activities for Warm Welcome sessions
- Line Manager guide for welcoming new starters
- ‘Check in chats’ guide
- Operational visit guide (for new starters)
- Operational visit guide (for line managers)
- Operational visit guide (for hosting sites)
- Editable weekly timetables
Our scope of work included copy editing/amending, sense-checking, creation of icons/visuals to support key messages, developing print ready and digital versions of all materials, and supplying printed materials to support the Warm Welcome sessions.
The Outcome
The launch of the induction programme is still in its infancy but the feedback below demonstrates initial reactions:
- The work Pure have completed on our new induction collateral and branding has been nothing short of fabulous. It has been met with resounding appreciation and will inevitably have a massive impact on the Whitbread business.
- “I have been hiring people for over 5 years and we have never had anything like this.”
- “Are my existing team able to experience this as I still think they would greatly benefit from going through the process?”
- “All the hard work has been done and the process made so easy for hiring managers like me.”
- “I wish this was around when my 2 new starters joined (11 months ago) as they would have had such a better experience.”
Client Feedback
Pure’s commitment to excellence, unwavering dedication, and remarkable creativity have truly left an indelible mark on the Whitbread business.
Kate and her team consistently go above and beyond to deliver results. They pull out all the stops to ensure that our training collateral is truly fantastic. Their keen eye for design and branding has transformed what was a mismatch of boring forms and outdated material, into something that leaves a lasting impression. So much so, we are now working with them to create our new development framework as well as enhance our graduate programmes and D&I information.
What truly sets Pure apart is their unwavering support with layout, design and messaging that helps to embed the learning. They bring a level of professionalism and attention to detail that is second to none. No matter the scope or complexity of the project, they consistently ensure our timelines are met.
The work they have completed on our new induction collateral and branding has been nothing short of fabulous. It has been met with resounding appreciation and will inevitably have a massive impact on the Whitbread business. Pure are not just a marketing agency, but a true partner in our journey to success.
Thank you Kate and the Pure team for your extraordinary contributions to enhancing development at Whitbread.
Learning and Development Manager
