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Coles supermarkets


What do you do when a significant organisational turnaround leaves employees and future candidates unsure of what you now stand for as an employer?

Often organisations need to radically restructure in order to survive market challenges or changes. But while the changes make operational and financial sense in the short term, it’s the buy-in and belief of the current and future employees who must actually live this change that will make any change sustainable long-term.

We conducted research among both Coles and talent competitor employees to understand what was most important to key workforce groups as well as their career aspirations and concerns related to both the changes at Coles and across the retail sector.  We then benchmarked the existing and aspirational Coles organisational culture, to unearth the authentic insights that would remind people of why Coles was right – or not right – for them. 

We then developed a story matrix playbook for leaders and managers to focus on and talk about with their people, to embed both the opportunities and expectations of the new organisation.  We then worked with our creative partners to develop internal communications that reinforced these conversations.

Employer branding services: research, engagement strategy, storytelling.