Lloyds TSB - Galloping to the Campuses*



Case Code : CLCB007
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

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


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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 challenges faced by companies in attracting the right candidate for a job
The background work that companies undertake before launching recruitment marketing
The impact of recruitment marketing on the quality and quantity of job applicants


Lloyds TSB (Lloyds), a UK-based financial services group, had assets worth 280 billion and a net income of 3,493 million in 2004.

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?