Business Issue
A leading global medical technology company faced the challenge of sustaining double-digit year-over-year organic growth consequently, which required increased recruitment and improved retention efforts. Although the company had successfully developed a customer value proposition and brand identity, similar attempts to build a consistent and compelling employment brand failed to gain traction. Despite being a highly regarded employer in their industry, the company struggled to develop a consistent narrative across its semi-autonomous divisions and regions about why people choose to join and stay at the company. This narrative needed to resonate universally to support global growth objectives.
Approach
To address these challenges, we took a strategic approach:
- Identifying Career Highlights: We identified the most unique and compelling aspects of a career at the company through extensive research and internal feedback.
- Engaging an Internal Think Tank: We leveraged a global internal think tank comprising over 50 high-performing and engaged employees. This group served as a sounding board to shape the employment brand strategy.
- Testing and Refining Messaging: The proposed employment brand messaging was tested internally and externally across key talent segments in international markets to ensure attractiveness and resonance.
- Employee Experience Mapping: An employee experience map was designed, focusing on critical “moments of truth” throughout the employee lifecycle. This map aimed to ensure consistency in delivering the Employee Value Proposition (EVP).
Business Impact
Our strategic initiatives yielded significant outcomes:
- Increased Candidate Flow: Targeted talent clusters and strategic roles saw an increase in high-quality candidate applications.
- Global Consistency: The EVP and employment brand messaging resonated consistently across different employee segments and global regions.
- Recognition as a Top Employer: Within three years of launching the new employment brand, the company ascended 11 places, securing a spot in the Top 10 of a prestigious “Best Places to Work” list.
- Diversity Leadership: In 2019, the company achieved the top ranking for workplace diversity among Fortune 100 companies, as recognized by a prominent business publication.
This transformation not only supported the company’s growth objectives but also enhanced its reputation as a desirable employer globally. Through strategic EVP development and focused employment branding efforts, we helped the company position itself as a leader in employee engagement and diversity within its industry.
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