Magazine article Marketing

Barclays Orders Staff to 'Buy In' to Ethical Values

Magazine article Marketing

Barclays Orders Staff to 'Buy In' to Ethical Values

Article excerpt

Marketers among those warned by chief executive that 'the rules have changed'.

Barclays has warned marketing staff that they must adhere to its new corporate 'purpose and values', as the bank tries to rebuild its reputation in the wake of the Libor crisis.

Last week, chief executive Antony Jenkins set out the bank's long-awaited strategic review, which included a commitment to discontinue any activity that has a negative impact on Barclays' wider reputation.

Employees across the bank must conform to Barclays'

corporate purpose of 'Helping people achieve their ambitions - in the right way'. Performance will also be judged against measures such as 'respect, integrity, service, excellence and stewardship'.

In an internal memo last month, Jenkins issued a warning to any employees who cannot 'fully buy in' to the new strategy, stating: 'Barclays is not the place for you. The rules have changed. You won't feel comfortable at Barclays and, to be frank, we won't feel comfortable with you as colleagues.'

Speaking exclusively to Marketing, Barclays' head of brand, reputation and citizenship, David Wheldon, confirmed that marketers working at the bank will be judged on the extent to which they adapt to the approach. …

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