Engaging employees @ Loblaw Companies Limited

cdiesbourg    October 5, 2015

loblaw logo

Organization Name: Loblaw Companies Limited

Industry: grocery chain

Web references: www.loblaw.ca, www.facebook.com, http://discoveries.presidentschoice.ca/t5/Welcome/Employee-Social-Media-Guidelines

What is employee engagement?

Employees are more likely to  buy into and feel a sense of ownership when a company is transparent and they have an opportunity to truly be part of the operations, well being and reputation of the company.

Who is Loblaw?

Loblaw is Canada’s food and pharmacy leader and the nation’s largest retailer. All Loblaw control labels and brands follow their philosophy of taking something good and making it better. Loblaw offers three of Canada’s top consumer brands in President’s Choice®, noname® and Life Brand®.

Below are some quick facts about Loblaw Companies Limited (Loblaw) as at March 2014:

  • 1 billion customer transactions per year
  •  $43 billion in revenue
  •  ~192,000 full and part-time employees

loblaws employee engagement

With thousands of colleagues across Canada, Loblaw utilizes many different techniques to engage their employees.

  • circulating a bi-monthly newsletter for and about Loblaw colleagues
  • Social media offers an opportunity to connect with students before they are hired.
  • they have a Facebook page that helps graduates stay connected after they are hired. Check out facebook page.
  • Twitter is another channel used to promote Loblaw as a great place to work – Check it out: www.twitter.com/loblawcareers
  • employees can also send an e-mail directly to the  Executive Chairman, Galen Weston, using the “Ask Galen” link on the Loblaw intranet.

colleague engagement

Loblaw’s Employee Social Media Guidelines

Below is an excerpt from Loblaw Companies guidelines.

 When using Social Media, whether personally or on behalf of the Company:

  • Think before you engage. Do not post anything that is disparaging towards Loblaw, its interests, brands, reputation, customers, vendors, competitors or colleagues or that is otherwise unlawful or unethical.
  • Protect Company information. Do not disclose any information about Loblaw that has not already been officially disclosed by Loblaw to the public.
  • Protect personal information. Do not disclose personal information about any customer, vendor, colleague or other person having a business relationship with Loblaw, without the explicit permission of that person.
  • Know the boundaries. Colleagues wishing to participate in Social Media on behalf of Loblaw must be authorized by their manager and certified as a Loblaw Community Manager.
  • Debate ideas, not personalities. Be proactive in helping our customers find the information or help they need. Support our fans and exchange ideas, but never engage in personal attacks or criticism.
  • Manage privacy. Apply personal privacy settings on each platform in accord
Job Work/Life Balance
Job Security/Advancement
Job Culture
Great Company to work for
Sr. Manager IT Audit (Current Employee), Ontario CanadaJuly 22, 2015
Pros: Great work life balance
Cons: Do not pay very well
Loblaw is one of the best company’s to work for. They have a great work environment and a superb work life balance. Compensation wise Loblaw maybe a bit behind but they truly make up for it with the great culture.

Lessons Learned:

Employee participation in social media is an influential way of building customer trust and attracting sales leads to your company. According to a SlideShare presentation “War of Words: Myth-Busting Social, SEO & Content Marketing” from Minnesota-based online marketing company TopRank Online Marketing, 82% of customers say they trust a company more when the CEO and leadership team are active on the social web.

7 Easy Steps to Increase Employee Engagement In Social Media


Submitted By: Christine Diesbourg, University of Waterloo

To contact the author of this entry please email at: christine.diesbourg@christiedigital.com

If you have concerns as to the accuracy of anything posted on this site please send your concerns to Peter Carr, Programme Director, Social Media for Business Performance.