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Internal Branding

Case Study: Developing a Unique Employer Brand to Attract and Retain Employees


The Challenge

A global biotechnology and medical device manufacturer was concerned about their ability to recruit and retain employees in their most competitive job categories. They determined that the "employer brand" that they were currently communicating to potential candidates and employees was not effective in articulating what was truly special about working in the organization.

The Solution

We worked with the company to develop a unique and compelling employer brand that defined what employees could expect from the company, and what the company would expect from employees. To do this, we:

  • Interviewed senior leaders throughout the organization to determine what was truly unique about working at the company.
  • Developed an employer brand "hypothesis", with organizational "proof points," which we then tested in employee focus groups to ensure they were credible and compelling.
  • Conducted a quantitative survey with desired candidates who had turned down job offers, as well as a sample of employees, to determine the perceived strengths and challenges of a career opportunity with the organization.

The Results

  • A powerful employer brand was developed that articulated the advantages of working for this company--an articulation of what the company could offer employees and what employees were expected to give back to the company.
  • To support it, the organization aligned internal communication and processes around it and developed a visual recruiting campaign that would support it. In addition, we developed a method for demonstrating the return on investment for the employer brand.