A well-respected, growing consulting firm to define their company culture and provide an inside-out view of the company.
We started with two questions: How do we get people to take a more serious look at this mid-market consulting firm? And how do we get people to care about this company when all the competition looks so much alike?
In this case, we had the CEO, executives, and top employees share insights about the mission, passion, vision, soul, heart, purpose and meaning. We wanted to tease out the real reasons for being engaged at the company.
Why? Because most candidates do some sort of research on a company before applying to a job or walking into the first interview.
Few executives, and even fewer line employees, are able to clearly articulate values or vision - the what a company stands for and why they exist. And all to often, when a candidate does research on a firm, this type of information does not exist. We used qualitative interviews and surveys to fill in the gaps.
The goal was to create association, develop and trigger a strong brand response, and get a very specific target profile (in this case only a few hundred or so people in the regional market) to make a positive connection to the CEO, employer brand, and organization.