MAY 2019


Launching an Employer Brand for Tata Chemicals Europe


Tata Chemicals Europe has experienced times of change: from revitalising an established organisation, to intergrating British Salt – a business acquisition. The time was right to bring the team on board with the journey to an exciting future and reignite this multi – site business’ sense of shared purpose, pride and belonging.


The challenge:

  • Build on the pride that comes with being part of the global Tata group, whilst bringing a unique identity to this tight-knit Cheshire-based business.
  • Unite a multi-site business and put a firm focus on the difference made by individuals and teams…showing how stellar careers are carved out.
  • Shine a light on talent across the business with inspiring insights into how teams live and breathe the company’s strong values.
  • Equip leaders with the tools to attract, nurture and retain talent.


Listening and understanding:

We began by getting under the skin of what the employee opinion survey was really saying. It all started with a workshop and focus group of peers from across the business to truly understand what makes Tata Chemicals Europe a special place to work.


Putting people first

It rapidly became clear that at Tata Chemicals Europe, it’s all about the people. So, we put the team front and centre in our brand development. Building a picture of what life’s really like at Tata Chemicals Europe, with fresh photography and Q&As that share the team’s passionate yet no nonsense approach…. My TCE was born.


A practical toolkit

We went on to arm the team with a practical toolkit, to support everyone in striving for excellence in their work (just two of TCE’s values that are truly alive and kicking!). Tata Chemicals Europe now has the resources to attract, retain and develop talent, with on-brand recruitment materials and hands-on guides to everything from getting the most out of interviews, to giving a great induction.


Karen Lounds, Business Services Director, said:

‘’For me, the best thing about working with Conker is the team’s ability to grasp the whole ethos of our organisation and produce a brief that showed real understanding of our business. Conker produced work that looks and feels culturally right, enabling us to compete in the market place with the right amount of polish that underpins our values and culture.

‘’It been truly transformational and so well received by our employees who are rightly proud to show it off.’’

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