As Harrods is an iconic household name steeped in history and one of the most popular tourist destinations in London, many candidates are drawn by the heritage they have with the brand.

The new employer brand had to sit alongside their new consumer brand, with messaging for a surprisingly wide spectrum of employees, across multiple locations from warehouse to fashion house. Most of all, it had to support a people transformation, attracting people who reflected a changing customer base, appealing across demographics, ages and backgrounds.