As an international financial services provider with 2,600 employees worldwide, the contracting company ensures the flow of information and money between banks, traders, investors and service providers worldwide. It is also building a digital infrastructure for the new millennium. Topics such as the digital stock exchange, cyber security and the use of artificial intelligence are all part of the business. This makes it an extremely interesting employer. However, this fact had not yet reached the labor market and the coveted target groups of IT and financial business experts.
As an employer branding consultant, the interim manager was tasked with developing a unique, differentiating employer brand that could be rolled out internationally and a personnel marketing and recruiting concept based on it. The special focus was on the bottleneck target groups of IT experts and financial business professionals. The aim was to get them excited about the exciting tasks involved in developing the digital future of the financial markets.
Designing the path to the new employer brand as a collaborative process
The interim manager designed the multi-stage process on the path to the employer brand to be collaborative from the outset. Both internal employee and external applicant perspectives were included through interviews, focus groups, workshops and sprints.
The interim manager initially conducted an in-depth analysis using internal stakeholder interviews with managers and selected employees from all areas and hierarchy levels. The aim was to explore the internal view of the employer brand and its attributes. It also prepared a market and competition analysis. The external applicant perspective was explored in focus groups with critical bottleneck target groups (IT, financial business professionals). This allowed relevant insights to be generated as a basis for defining the employer brand.
Brand model with employer value proposition and an employer story created
The special feature was the collaborative process with multi-stage sprints, which were moderated by the interim manager. Employees from HR, marketing, branding and corporate communications worked together to develop the foundations for the employer brand.
The interim manager condensed the results into a brand model, the employer value proposition (EVP) and an employer story. From this, she also derived a message matrix for different applicant target groups. Based on this, she developed and implemented a communication strategy for internal and external communication.
Developed and implemented new online presence for the careers page
The communication measures included the refresh and rollout of a new careers page for the company. The interim manager optimized the usability of the website and the applicant journey. Search engine optimization (SEO), including in the form of keyword optimization, and search engine advertising (SEA) now complement online recruiting in a meaningful and efficient way. New online job advertisements with the integration of success factors are a further building block for the successful development of the employer brand.
