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A staff uniform is an essential part of a company’s brand and difficult to get right. So when Grosvenor Casinos introduced its new employee wear, X Factor stylist Gemma Sheppard was recruited to help.

The campaign, which included colleague surveys, an online scrapbook and personalised tips from Gemma (pictured with Grosvenor employees), is outlined in the June edition of InsideOut – the FREE magazine for IoIC members.

Here’s a short extract:

When employees at Grosvenor Casinos are issued with their new uniform, it comes complete with a personalised card from TV stylist Gemma Sheppard and a USB stick containing 10 videos of hints and tips on dress sense and grooming.

The recruitment of the style director behind X Factor and Britain’s Got Talent is just one part of the casino group’s ‘Look Good, Feel Good’ campaign aimed at its 6,000 employees.

“Our team is the first point of contact for our customers, so the project was created to empower our employees as the face of the brand and to take pride in their new uniform,” explains Amy Culora, head of brand and marketing communications.

“We looked at every mention of the uniform on the employee engagement survey and then talked to people around the business about what they liked and disliked in a uniform. Obviously you can never please everyone but we wanted to try."

The uniform was created only after feedback and consultation with employees and it is being delivered with a ‘wardrobe approach’ so individuals can create their own Grosvenor look. Employees are also being encouraged to produce and online scrapbook of what they’re wearing and share ideas on how they’ve adapted the uniform.

“Uniform is more than just what the employees wear, it’s about how they feel,” says Amy. “We wanted our employees to know that the company cared about this, so it’s not just a case of ‘Here’s your uniform’…”

It’s the first time there has been a standardised uniform introduced in Grosvenor’s 50-plus casinos in the UK and research started last year.

“We looked at all the feedback across our internal communication channels,” she adds. “We looked at every mention of the uniform on the employee engagement survey and then talked to people around the business about what they liked and disliked in a uniform. Obviously you can never please everyone but we wanted to try.

“We also took a wardrobe approach, so there are options available to all. Different types of trousers and skirts to fit different body shapes. Different ties, which can be tied in a variety of styles and so on.

“In a casino there are lots of practicalities. Comfort is a key factor because many employees are on their feet for their whole shift, some of them need more stretch in the fabric. There are also security elements so, for instance, there are no pockets in the trousers.

“We’ve all had jobs where we hate the uniform – I worked in a supermarket as a student and still have nightmares about the orange tabard…

“But here, people can choose whatever they feel most comfortable in and we’ve set up a way of them sharing their ideas with each other. We want them to feel proud to wear it.”

Following a month’s trial in two casinos, Coventry and Luton, and adjustments made on employee reactions on material, feel and overall look, the new uniform is being introduced in three phases, starting in the North West.

As the rollout takes place, each casino is urged to contribute to a ‘scrapbook – actually a digital photobook – by nominating a best dressed male and female to model their uniform.

“They take pictures and all employees can write what they think is great about how that person wears the uniform,” says Amy.

“There are plenty of options but whatever they wear they look like the Grosvenor family. For instance, the ladies have a pussy bow tie option and one of the videos shows how to tie it in different ways.

“The book will be added to as the uniform is rolled out and we’ve created a Facebook page – accessible only to Grosvenor employees – where all the pictures and comments will be shared, and people can ‘like’, add comments and share further ideas.”

IoIC members can read the rest of the feature – including Gemma’s tips on introducing a new staff uniform - in June’sInsideOut now.

Other subjects included in June's InsideOut include an investigation into the annual employee engagement survey, Victoria Wright on why middle managers are vital to IC, Kate M.Santon on why Lewis Carroll was right about jargon, Rebecca Howard explains how to be more resilient at work and AB Agri goes under the Spotlight. 

To read or download any edition of InsideOut, Institute members should log in at the top right of this screen. You’ll then find InsideOut in ‘Knowledge’ – simply click on ‘Publications’ in the drop-down menu.
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