Legoland, Thorpe Park, Madame Tussauds, Peppa Pig World - you name it - Merlin Entertainments owns some of the world’s best-loved brands. Keeping a handle on recruitment across this international enterprise is a huge task. This is where Asset Bank steps in.
Discover how Asset Bank enables Merlin Entertainment’s recruitment team to promote their Employer Brand and hire the best new talent from around the world.
Merlin Entertainments is in the business of bringing magical and memorable experiences to families all across the globe.
From immersive worlds and adrenaline-fuelled attractions to animal sanctuaries and charity schemes - no doubt, you’ve spent a day at one of Merlin’s brand sites at some point in your life.
But, of course, to make these incredible experiences happen, there has to be a whole team of people putting in the hard work. This is where employer branding plays a huge part.
Ensuring employer branding was consistent across the entire international enterprise
27,000 employees worldwide
300 active Asset Bank users
Whether hiring for animal keepers at Chessington World of Adventures Resort or ride operators at Alton Towers Resort, Natalie Mallory, the Recruitment Marketing Executive at Merlin Entertainments needs to ensure imagery, graphics and documents are all on brand.
That’s because it’s not just the commercial side of the business that needs to stay consistent - employer branding is vital in maintaining the reputation of the group, attracting new talent, and retaining existing employees.
What’s more, the marketing recruitment team is tiny, with just Natalie taking the helm of the company Asset Bank. With such a big role and so many brands to keep control of, you can already see why Digital Asset Management (DAM) is essential in keeping everything in place.
For Merlin Entertainments, the solution was simple. Ensuring the team could free up time, share images externally and make use of permissions was a vital next step in ensuring an efficient and consistent workflow.
Giving freedom to photographers and agencies
Using an Asset Bank means Natalie no longer has to spend her time trawling through emails and saving images across her network drives. It also means she can keep a handle on branding before sending photographs of employees and locations to other departments.
“Our photographers are fantastic at capturing the essence of Merlin Entertainments and what it means to work for us. However, with such a broad portfolio, I need to ensure that the images are on-brand every single time.”
Merlin Entertainments has strict criteria for its photography. Everything from the number of lanyards and pop badges that appear on employee uniforms to how their parks are looking in the backdrop (e.g., goats running around and causing a blur is cute, but not ideal).
So now, instead of the photographers sending their work to Natalie’s email address, they get a link that allows them to upload directly into the Asset Bank. Natalie gets notified so she can go in and liaise with the branding team before accepting the images.
Not only does this mean that Natalie frees up a load of time, but the photographers have the freedom to upload their images smoothly without needing to work around email attachment data limits.
Before Asset Bank, the team at Merlin Entertainments was receiving photographs and media via email and uploading them to One Drive.
Aside from the daunting number of unopened emails in her inbox, Natalie was spending far too much time trawling through attachments and downloading files onto her computer.
Now, things couldn’t be easier. Merlin Entertainments Asset Bank has over 300 worldwide users with Natalie at the helm.
Though she has such a small team, she now has the ability to:
Manage permissions and keep track of users – the option to add expiry dates on accounts means that Merlin Entertainments never goes over their user limit.
Ensure branding is up to scratch before anything goes live.
Natalie’s top tips for new Asset Bank admins
“One of the key things I would suggest is to do everything correctly. That means starting at the very beginning. Take the time to learn about the system, build an efficient folder structure with your Customer Success Manager and really think about the types of keywords you want to use. Once you’ve uploaded thousands of files, you may find it difficult to go back!”
“The Customer Support team is really responsive. We’ve never had any major issues, but whenever I have questions, Wes always gets back to me really quickly, which is especially helpful when I’ve got a lot to juggle!”
– Natalie Mallory, Recruitment Marketing Executive
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