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Sam has worked in employer marketing for over 16 years and has tackled over 100 projects across all sectors. His passion is in helping employers improve employee engagement, organisational culture and employer brand, using a research-based approach. This involves a mix of qualitative and quantitative research including: interviews, surveys, focus groups, shadowing, and evaluation.
Sam has worked extensively with Asda as their research partner on an award-winning project to define their employer brand as well as leading the research to strengthen the Asda culture. He has also worked with a global retail bank who had previously run a major culture-change initiative but they needed to establish if there was a case for further change/investment. Sam lead this research and incorporating best practice from elsewhere, formed overall themes of the enablers and inhibitors in their culture and made recommendations to address the latter.