A growing insurance firm engaged us to help develop a strong employer brand, compelling employer value propositions, and related content about the culture and company.
The CEO of a growing insurance firm wanted to build up a new employer brand and set of true value propositions where none existed. The goal was to create a clearly defined and authentic message to help inspire existing employees and attract high-potential candidates into the company.
This was especially challenging because top competitors already had category-cued salience - meaning when people thought of this industry the most well-known competitors were always top-of-mind.
We began the engagement by listening to people inside the company. We interviewed multiple executives to better understand the culture and all the challenges we were facing. We surveyed and interviewed top employees to better understand what they liked most about the company, why they joined, and why they continue to stay committed. We made sure to ask the right questions so we could uncover positive and negative associations with the company. We even evaluated the competition to learn more about the mindshare they each were trying to control.
After we collected and analyzed our data - and built up sets of actionable insights - we worked to build up a strong and authentic employer brand, a clear set of employer value propositions (EVPs), and the key attributes and content messaging to share with the market.
The company brand is the perceived emotional corporate image as a whole and it should be internally and externally consistent - "We are who we say we are".
With our new employer brand in place, we developed a set of true value propositions, and content and messaging around the brand message. We defined the key values and benefits that potential candidates would gain from connecting to the company. We helped the company better articulate how they were different and stood out from their primary competitors. And we helped to steer brand messaging and content to speak clearly and directly to the right-fit active and passive candidates the company wanted to hire most.
In the end, we were able to deliver a new, true employer brand centered on four main pillars, a set of six clear (agreed upon) value propositions, and core messaging we could use across career sites, job content and social to help the company stand out in the crowd, attract and engage more of the right people and improve commitment over the long-term.
