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Barts Employer Branding and Insight
An introduction
Services we offer
Employee Value Proposition development• Helping organisations understand their Unique Selling Points and what makes people want to join them and stay• Helping organisations articulate this into a statement which then informs the creative development of an Employer Brand
Insight• Research to inform all areas of an organisation’s recruitment strategy• Research to support internal communications and retention• Graduate, specialist, location-specific, diversity and inclusion, competitor analysis and concept-testing
Services continued
The tools we use to deliver:•Desk research•Focus groups•Face to face interviews•Telephone interviews•Quantitative surveys•Social listening
We work with a range of clients on projects large and small...
Here is a selection
For example: Aircelle
Aircelle wanted to develop an EVP as the basis for delivering on its strategy to become an Employer of Choice
We undertook an approach based on internal and external focus groups and senior stakeholder interviews
That research insight was used to create Aircelle’s EVP: ‘Be right up there with the best’
–Conveys the sense of an ambitious, growing and successful company–An employment experience which is about respect, dignity & engagement–International scope–Training, development and support for the individual–Opportunity, opportunity, opportunity
•We conducted research to support the development of Unilever’s employer brand•One-to-one interviews and focus groups held with senior stakeholders and employees...•...Across Developed and Developing and Emerging countries•We used the insights gained to develop an employer brand for existing and potential employees•It was used as the basis for the development of a toolkit designed for global roll-out
For example: Unilever
We tested the concept employer brand through focus groups with external students in five European countries:
•Germany•France•Poland•UK•Netherlands
•The groups confirmed the appeal of ‘Made By You’ and provided suggestions as to how the employer brand could be enhanced visually• The creative is now being developed based on feedback from these geographies
Unilever contd.
•Unilever ran a number of competitions targeting undergraduates •They wanted to replace them with one global, brand-building, initiative with a memorable, engaging title•TMP developed a number of concept names•We conducted telephone interviews with recent Unilever employees in five countries•We also conducted a focus group with recent graduates•On the basis of this we advised the client on which name had most impact
Unilever contd.
•Santander wanted to develop an EVP and employer brand to support recruitment and retention
•We conducted internal stakeholder interviews and focus groups with internal and external audiences to understand:
•The vision, direction and journey of the business•The reality of life as a Santander employee•The challenge the brand faced with external audiences
For example: Santander
•That research insight was used to create Santander’s EVP: ‘Your Personal Best’
•Conveys the bank’s sense of personality and individuality•Recognises that the bank faces market and employment challenges•Aligns with the bank’s drive to become the best bank in the UK
•Was further refined to a specific recruitment message: ‘Let’s Be Exceptional’
For example: Santander
Sometimes the insight piece stands alone...
Ideally our insight work will be the precursor to developing an EVP. However, we also do the insight bit on its own...
•National Grid is facing a potential skills gap due to the retirement of a number of senior engineers in four to five years’ time
•They wanted to understand whether they could hire at senior level...•...or would need to continue recruiting and developing junior engineers
•They are also developing an EVP•They wanted to understand what elements of the EVP to ‘turn up’ in their recruitment communication...•...to appeal to employees generally and senior engineers specifically
For example: National Grid
•We undertook three phases of research:•Competitor analysis of energy suppliers and infrastructure companies•Telephone interviews with senior engineers•Quantitative survey among engineers
•The aim was to understand what motivates engineers in their work and careers generally...
•...and to inform the client what messages differentiated them from the competition and which would appeal to their target audience
•The research findings are now being discussed with National Grid’s management team
National Grid continued
How we’d like to work with you
•We’re happy to work with you in the way that suits you best
•In an ideal world we would meet you and discuss the detail:
•Helps to hone down exactly what the opportunities are•Helps us to better deliver for your specific needs
