FEBRUARY 2020HR TECH OUTLOOK8PEOPLE MAKE THE BRAND (WITH A LITTLE HELP FROM TECH)Catalina Schveninger, Global Head of Learning, VodafoneByWhen I took my first role at Vodafone six years ago, I was tasked to design and bring to life the global telco's employer value proposition (or employer brand). A bit confused, lots of questions popped to my mind:- Why do we need another brand when the consumer one is Britain's most valuable? - Is not employer brand just how employees and candidates percieve the company? - What is the difference between EVP and company values/culture?- Can you actually "design" it if it is already living in the day to day?- Can you influence perception?- How does success look like?Data felt like a good place to start. 20,000 employees, more than a 1/5th of the workforce shared why they joined and what made them stay at Vodafone. We ran surveys and focus groups in over 20 countries, engaging both with employees and candidates. We used their very words to articulate the proposition, the tag line and the differentiators for target segments (graduates, senior executives, retail and call center agents, women in technology etc). Once the words and visual assets tested well, then rather rudimental social media machine started to churn content. I was lucky to have a brilliant millenial as the one-man EVP band: writing great copy, recording and editing, posting interviews with senior folks, coaching them to update their profiles and at least share job adverts if not bold enough to write long posts. The smartest thing we did though was to create a toolkit capturing all the brand guidelines: tone of voice, example of imagery and copyTo ensure that the locally created content, across the 26 countries, was telling the same global story, we enriched In MyOpinion
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