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Why User-Generated Video is a critical part of Primark's Employer Brand strategy

About this Webinar

On the 29th of September, we welcomed Marcus McNeilly, Employer Brand and Attraction Lead at Primark, to our latest ‘Coffee break’ webinar.

Despite the global presence and magnitude of the brand, in true Irish fashion, Primark has never been one to talk about itself. As a result, its Employer Brand is mainly based on perceptions and misconceptions of shoppers worldwide.

This, in turn, means that Primark is at the beginning of its Employer Brand journey as an organisation. However, a core part of its strategy is the application of User-Generated Video. They genuinely believe in handing over the microphone to the employees in the organisation and letting them tell the company’s story.

In this webinar, Marcus touched on the importance of UGV in Primark’s employer brand strategy.

We covered three key themes:

The story so far

Marcus chatted about his experience working agency side for seven years and how he’s been applying his previous knowledge to the in-house side to help Primark on its Employer Value Proposition journey.

Upon joining Primark, Marcus felt they needed an asset that could clearly distil the company in 60 seconds without a defined EVP.

The video, which was played in the webinar, was made with repurposed content and now has over 24k views on LinkedIn and is being used across many platforms from assessment centres to onboarding and recruitment.

A key challenge Marcus touched on is, whilst Primark is well known in central Europe and the UK, the company has just started expanding to the US and eastern Europe.

We also discussed the importance of having an internal personal brand and how to adapt the talent-value proposition through ongoing storytelling.

The importance of UGV

In the second part of the webinar, Marcus shared that UGV is big on his agenda at Primark and shared insightful stats around engagement with video content.

He deep dived into a video created by an employee that performed extremely well and was supported by colleagues across the business.

Marcus discussed the importance of equipping colleagues with materials to empower them to create content, from templates to briefing packs.

Marcus shared some key learnings from his journey so far:

  1. Be agile and feed from your team’s ideas
  2. Repurpose content that already exists
  3. Identify relevant places to share content

As Marcus puts it, it’s in fashion and it’s going to be in fashion for a long time.

What’s next

Primark is currently focusing on launching the local value proposition for its retail group.

Marcus shared three key areas Primark will focus on going forward:

  1. Bringing the global Employer Brand together
  2. Updating their careers site and content hub
  3. Bringing together cross-functional working groups

Working together with teams allowed Marcus to collect ‘ingredients’ to input in their EVP project in the future.

About Seenit

Seenit is the employee-generated video platform for businesses. We help companies like EE, H&M, and Vodafone securely crowdsource content from their colleagues and edit it into videos that engage 8x more than traditional content. All with a tool that anyone can use in minutes, no video experience needed.

Seenit saves you time, money, and effort and is the flexible, scalable, and safe way to crowdsource and edit content from your colleagues, wherever they are. Seenit produced content is up to 20x faster to collect, reduces production spend by 70%, and increases video output 9x.

Empower your colleagues to create engaging and authentic videos to attract talent, enhance your employer brand, and engage your colleagues with Seenit, the employee-generated video platform.

Meet the speakers

Emily Forbes Photograph

Emily Forbes

CEO and Founder

With a background in documentary and production, Emily founded Seenit with a mission to create a more open, human and inclusive world through the power of collaborative storytelling. With the belief that everyone has a story worth telling, and an opinion worth contributing, she has built a platform to enable any organisation to co-create User-Generated Video with their own employees, amplifying the voices of those most knowledgeable and passionate about a subject or situation. Seenit today is working across the UK, Europe and US powering stories for customers such as Amazon, Citi Bank, and Sky.

Marcus McNeilly Photograph

Marcus McNeilly

Employer Brand and Attraction Lead

A passionate storyteller and marketeer, Marcus is Primark’s Global Employer Brand & Attraction Lead - responsible for developing, driving and delivering Primark’s strategy across it’s 14 markets. Working in the global COE, he partners closely with the business and its markets to attract, engage and inspire candidates across its instore, central functions and supply chain talent needs. Prior to joining Primark, Marcus previously spent 7 years agency side working with global clients across a range of industries including easyJet, PepsiCo, the LEGO Group, Pandora, Network Rail on everything from EVPs and careers sites to content and attraction strategies, picking up various awards along the way.

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