When something just doesn’t seem right
How we tend to respond
If this isn’t yielding the results…
The way we see it
A fine balance
The brew
internal
reality
individual
managerial non-managerial
external
group
aspiration
employerbrand
Every Channel – Every Influencer
Cross functional tool kit
How we go about it
1-1 interviews
Focus Group
discussions
Quantitative survey
Marketing communication
strategy & execution
Quantitative & qualitative survey with external TG
HR & Leadership workshop
The Methodology
Route to brand of stature
Understanding the Corporate Brand Identity
Strengthening the EB with employees
Internal communication program for the EB
Distilling compelling themes and propositions
Segment wise marketing strategy
The ‘courtship’ experience
Go to market (external)
External positioning assessment
Go to market (internal)
Diving into the methodology
What the Metrics look like
Elevation in day rankingBrand awareness and external credibilityReduction in new hire premiumsBetter offer-acceptance ratioImproved slot within a placement day Increase in number of applicantsIncreased unsolicited profiles
Elevation in day rankingBrand awareness and external credibility
Reduction in new hire premiumsBetter offer-acceptance ratio
Improved slot within a placement day Increase in number of applicants
Increased unsolicited profiles
External Metrics
Internal Metrics
Picking up where we left off…
Is it differentiated…
Is it known & credible within the organization…Would potential candidates reflect it back…
Does it appeal to my target talent pools…
Is the message consistently spread through all channels…
Who is driving our employer brand…
What is our core proposition…
Helps to Dig a little Deeper
Regained Day 1 status on management school campus
Increased ‘share of women’ in a service organisation
Attracted professionals into a family run business hitherto run by loyalists
Design of an alumni connect program to perpetuate
the Employer Brand
Created an engagement model that also ensures longevity
of the employee with the company and consistent performance
Developed a world class and differentiated Internship program to increase predictability of intake
Travelled the path
Putting together an online media strategy for a business with low national brand awareness
Designing a ‘courtship experience’ in line with the EVP’s and organisational values
Creating marketing strategies towards attracting critical talent pools
Refining the internal organisation and employee related systems and processes to make the Employer Brand a reality
Increasing offer to joining ratio of engineering campus recruits
A few journeys we are on
Breaking through the clutter
An Iconic cinema going experience
Powerful regional brand
Redefining the brand through creative packaging
360 degree stake holder branding
A Brave new conference The Texas Instruments
Internship program
Global Education in India
Nurturing Heroes
Nurturing Heroes
Taking the Employer Brand to Management Graduates …
Nurturing Heroes
Taking the Employer Brand to Management Graduates …
Nurturing Heroes
Taking the Employer Brand to Management Graduates …
The Texas Instruments Internship program
A brave new HR conference
A brave new HR conference
Whose business is people?
A brave new HR conference
A brave new HR conference
• Isteel is a Chennai-based construction grade steel manufacturer, now known for establishing itself as a premium brand in its cluttered category
• The challenge here was to make the brand relevant to every stakeholder, using economical, yet effective, marketing channels.
360 degree stakeholder branding
Quality home grade construction steel that would last for generations
Home Owners
Striking outdoor hoardings strategically placed across the city maximized reach and optimized media costs
360 degree stakeholder branding
Isteel Mobile Testing VanA novel concept of a mini-lab on wheels
to validate the promise of Quality. Contractors, architects and engineers could run quality tests on their steel at their construction sites. The van also doubled up as a mobile ad-canvas.
Contractors / Architects / Engineers /Bar Benders
The ‘forever partnership’ delivered through the “UngalUyirThozan” program that provided LIC Life Insurance policies to bar benders.Technical training, Meets & manuals on construction techniques by industry experts
360 degree stakeholder branding
An iconic in cinema experience
An iconic in cinema experience
“ Escape is going to be the hottest entertainment option in Chennai. It beats all the other cinemas” - User review, mouthshut.com
An iconic in cinema experience
An iconic in cinema experience
Developing a powerful regional brand
Hoardings in local language spread across key towns in AP
Developing a powerful regional brand
Use of popular local media such as radio to communicate quality and value for money proposition
Global Education in India
Packaging that would go unnoticed on shelf, began getting the notice of shoppers amongst the clutter
Redefining the brand through packaging
Redefining the brand through packaging
Web
We’ve designed each of these websites (even developed the logos for all the brands)
www.sathyamcinemas.com www.pronatureorganic.comwww.isteel.in
www.bluesteel.in www.hrconference2011.comwww.escapecinemas.com
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