25th - 26th September 2018 | Clayton Hotel Chiswick , Chiswick, United Kingdom

Rebecca Baker


Director of Talent and People Proposition
Travelodge


1:30 PM JOBS ARE A PRODUCT – WE SHOULD START MARKETING THEM LIKE ONE

In the face of depleting European applicants in the aftermath of the Brexit referendum, Travelodge have 
reacted by seeing to understand what matters most to their employees, and recognising that these needs
are different depending on the candidate’s socioeconomic situation. As a result, they are not tailoring
the messaging to prospective employees to highlight the things that matter most to these ‘segments’ of
candidates. Instead they are demonstrating how Travelodge can deliver an employee experience which
meets the needs of these individuals. This took a three pronged approach:

  • Recognising the synergies between customer marketing and recruitment marketing
  • Understanding what employees value about their job and segmenting data according to values
  • Collaborating with marketing to tailor recruitment messaging to focus on the value of the job rather
than the job specification


Check out the incredible speaker line-up to see who will be joining Rebecca.

Download The Latest Agenda