Establishing a Strong Employment Brand — “Make Your Mark with US”

Introduction

• Objective: The goal was to develop a distinctive employment brand to communicate the unique working experience at the company effectively.
• Collaboration and Duration: An 18-month project in partnership with an external marketing firm and an internal team, culminating in the creation of “Make Your Mark with US.”

 

Assessing the Initial Scenario

• Prior State: The company initially lacked a distinct employment brand identity, which hindered its ability to stand out in the competitive job market and to clearly convey its culture and values to potential candidates.

 

Analytical Approach: Crafting the Brand

• Methodology: Conducting an in-depth analysis of the company’s culture, values, and employee experience through internal document reviews, stakeholder interviews, and employee feedback.
• Objective: To identify the organization’s unique strengths and attributes that could be leveraged in the employment brand.

 

Defining the Target Audience

• Audience Identification: Pinpointing the characteristics and preferences of ideal potential candidates to tailor the brand messaging effectively.

 

Implementation Strategy

• Brand Development: Collaborating with the marketing firm to develop and refine various brand concepts.
• Focus Group Studies: Utilizing both internal and external focus groups for brand validation and insight gathering.
• Feedback Integration: Actively incorporating feedback from employees and stakeholders to refine the brand message.
• Communication and Rollout: Developing a comprehensive plan for the internal and external launch of the Employment Brand, including website updates, marketing materials, and employee training.

 

Realizing the Vision: The New Employment Brand

• Impact: The “Make Your Mark with US” brand effectively positions the company as a desirable employer, clearly communicating its unique culture and employee experience.
• Results: Enhanced ability to attract and retain top talent, ensuring alignment between the company’s portrayal to candidates and the actual employee experience.
• Future Plans: Ongoing utilization of the Employment Brand to sustain the company’s competitive position and talent attraction efforts.

 

Conclusion

• Transformation through Branding: The successful creation and implementation of the Employment Brand has revolutionized the organization’s recruitment strategy, serving as a vital tool in marketing its employment opportunities.
• Collaborative Success: The synergy between the external marketing company, the internal team, and stakeholder involvement has been instrumental in the enduring success and relevance of the Employment Brand.