Case Code : CLCB007
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Lloyds TSB, Promotional Campaign, Consulting and Investment Banking, Mystery campaign, Fiber-glass horses, Chartered Institute of Personnel and Development (CIPD), Spoof psychometric test, Recruitment Marketing Awards and Recruitment Effectiveness Award
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
The caselet, Lloyds TSB: Galloping to the Campuses, depicts the challenges faced by Lloyds TSB, a UK-based financial services group in attracting graduate students of high-caliber as recruits. It describes a unique and interactive recruitment campaign that the company came up with, which increased the quality and quantity of applicants to the company. The caselet details the way in which the company implemented the recruitment campaign.
The company, which had employee strength of 70,000 spread across the globe, had its activities organized into three businesses: UK Retail Banking, Insurance and Investments, and Wholesale and International Banking...
Questions for Discussion:
1. "Lloyds understood that it needed to refine its recruitment branding strategies to attract the kind of people it wished to recruit." What were the steps taken by Lloyds to position itself as a company that a graduate student of high caliber would aspire to work for?
2. How did Lloyds use the concept of 'motive combinations' in its marketing campaign to make graduate students apply to the company?