There has been a positive turn around in perceptions of Lloyds Banking Group’s employer brand, according to a senior resourcing executive at the bank.

Speaking at the Chartered Institute of Personnel and Development Conference (CIPD), Beverley Flood, a resourcing manager, said despite a lot of bad publicity in recent years, there had been “a real positive turnaround” in perceptions. 

Referring to the results of a market-mapping exercise undertaken to measure perception of the partly-nationalised bank as a place to work, Flood said: “We know it’s not the best company to work for, but as a brand it’s ok, it’s not that negative.”

Flood said that the bank’s employer brand reflected the bank refocusing on its core values. “It is going back to that core message about doing the right thing for the customers,” she said. 

Earlier this year, City recruiters told Recruiter they shared in part concerns raised in a speech by Lloyds Banking Group chief executive officer António Horta-Osório saying the banking industry “urgently” needed to address the issue of its reputation putting off potential talent.  

Flood’s comments came on the same day as chancellor George Osborne announced that he was ready to begin the next stage of the process of returning Lloyds to the private sector.