Category: Employer Focus, Recruitment, Lloyds Banking Group, Professional Services, Finance
‘A role that matters’ is an excellent description of the ideal job, wherever it may be on the career ladder, which makes this statement a hugely effective strapline for Lloyds Banking Group’s (LBG) employment brand. The Big I.D.E.A. asks David Hindle, Senior Manager in Recruitment Branding and Attraction at LBG, how the Group helps colleagues achieve this.
Lloyds Banking Group (LBG) is a leading UK based financial services group, with 90,000 employees and over 30 million customers. The Group not only wants ‘a role that matters’ to be seen as a recruitment offering to new employees, but also a reflection of the Group’s ethos from the top down, stating the impact both the organisation as a whole and individual colleagues can make.
David explains, “’A role that matters’ links inherently to who we are and what we stand for. Ultimately it underpins our purpose of Helping Britain Prosper and our vision to be the Best Bank for Customers. For our colleagues it’s all about making their own contribution towards achieving these goals, and recognising that what we do on a day-to-day basis really can make a lasting difference to the households, businesses and the communities we serve.”
Helping Britain Prosper
Given that banks in general have had something of a rocky reputation over the last few years, David shared a number of Group-wide initiatives that he believes highlight the difference LBG is making to UK society, and helping start to regain public trust. Not least in the diversity and inclusion space.
“LBG has really taken to heart its purpose of Helping Britain Prosper,” David says. “With the Helping Britain Prosper Plan, we are the first bank to measure our economic and social impact in this way. Not only does the Plan set out goals to help customers and businesses, it focuses on making a genuine difference to the broader community in which we serve. For example, the Group has committed to deliver over 2.3 million paid volunteering hours through its colleagues to support community projects by 2020, as well as committing to donate over £100 million to the Bank's Foundations to help tackle disadvantage within the same timeframe. And in March this year, LBG’s awarding-winning Lloyds Scholars Programme, a unique social mobility programme for students from lower income families, was publicly recognised by the Prime Minister with a prestigious Big Society award.”
Leading gender diversity
The Helping Britain Prosper Plan also highlights LBG’s role as a leader in gender diversity.The Group has publicly committed to some bold targets on diversity and inclusion, and the Plan provides a framework for the Group to ensure that its business truly reflects the diversity of the customers and communities it serves. A good example of this is its desire to build a strong pipeline of executive female talent for the future. The Group has, within its Helping Britain Prosper Plan, commitment that 40% of senior roles will be filled by women by 2020. It is the first FTSE 100 organisation to make such a bold commitment on gender equality.
Additionally, LBG’s internal female networking group, Breakthrough, has been very active in supporting the development of female colleagues. The Group has successful parenting, mentoring and role modelling workstreams, and it has held over 50 career development and mentoring events for the 11,500 network members in 2014 alone. These efforts, together with other longer term initiatives to improve gender equality, were recently recognised with the Group’s inclusion in The Times Top 50 Employers for Women list for 2015, for the fourth consecutive year.
David also believes ‘a role that matters’ embodies the Group’s goal to create an organisation where colleagues can be themselves at work and progress on the basis of merit whether their difference is visible or invisible. “We are creating an environment where everyone can provide an excellent service to their diverse customers, and where individual careers are nurtured. LBG is continually striving to improve the employment experience of disabled colleagues, and has committed to a colleague engagement target of 70% or over amongst ethnic minority, disabled and lesbian, gay, bisexual and transgender colleagues by 2020. Additionally, we have established career and leadership development programmes for all of these groups, and have diversity networks in place to support and develop colleagues from under-represented groups.”
Recognition for their work
LBG’s commitment to equality has won public recognition and awards, including third place overall in the 2015 annual Stonewall Top 100 Employers index. The Group was also named top private sector employer and top employer regionally in Scotland and Wales. In 2014, LBG successfully retained its Gold Standard in the Business Disability Forum Benchmark and was awarded a score of 98% - the highest ever awarded to a comparable organisation. The Group was a finalist in 13 Disability SMART Award categories and a winner in four, including product design and for its colleague disability network, Access.
Clarity of purpose
David believes that the overarching sense of LBG’s recruitment brand is that, whatever their background, career level, or even desire to progress within the group, employees feel part of and engaged with the Group, its purpose and vision. In short, that they really do have ‘a role that matters’. He concludes, “It’s all about having a collective clarity of purpose, of valuing our colleagues and recognising the important contribution they can make.”
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