Case Study

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 communicating to potential candidates and employees was not effectively articulating what was truly special about working in the organization.

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:

• Analyzed all current communication collateral to understand how the organization was presenting itself as an employer
• Interviewed senior leaders to identify the unique experience of working for the organization
• Conducted a survey with desired candidates who had turned down job offers, as well as with a sample of employees, to determine the perceived strengths and challenges of a career opportunity with the organization
• Interviewed current and past employees to determine how the organization was perceived in a number of areas compared to their competitors to determine those areas that needed to be emphasized
• Developed an employer brand "hypothesis," with organizational "proof points," which we then tested in employee focus groups to ensure that they were credible and compelling
• Collected stories that support the proof points and trained leaders and recruiters to use those stories to bring the employer brand to life through people
• Identified the internal and external processes and programs that must be aligned with the employer brand and developed a strategy and approach for recruiting

Results

• An extensive return on investment formula was developed including increased employee engagement, improved applicant pools and decreased turnover, and these measures showed marked success over time.