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Employer Brand Healthcheck: Royal Mail

Mhairi McEwan, co-founder and MD of BRAND LEARNING, contributed this expert view in the December 2010 edition of HR Magazine:

Royal Mail used to be Britain's pride and joy but its value equation has eroded. Moreover, a distressed workforce feels its only recourse is to disrupt the very service it offers. Few of its customers understand or care about its difficulties. But while privatisation may be a painful process it’s an essential one. Royal Mail needs capital to modernise itself in a world where technology is eating away at its core business. Modernisations and HR issues are inextricably linked. It can only provide secure jobs if it builds the marketing capabilities to attract and retain customers. By solving the marketing issues, you help address the HR issues. The recovery process involves going back to basics – sharpening business objectives and segmenting markets to find where it can offer unique and innovative propositions.

Click here to go to hrmagazine.co.uk.