CASE STUDY:
Engineering

How employer branding can impact recruitment and attract top talent

Task Summary:

It can be hard to find exceptional talent today, and our engineering client was no exception to the rule. Looking to attract and compete for the best talent in the market, our client was looking to expand their geographic footprint to new territories while also filling a backlog of positions in their existing offices across multiple states. While they have an excellent internal culture and a team of highly dedicated employees, they struggled to reach the younger generation of workers and market themselves to be one of the top engineering firms to work for. Though their compensation was competitive, the benefits and perks on par to similar organizations, and a key unique differentiator that set them apart from most companies, they still struggled to get qualified applicants.

Our team at Boldthink was up for the challenge. After conducting interviews with their employees and professional associates, we discovered a shared vision that led to the development of an employer branding strategy focused on enhancing their online presence and recruitment efforts. This involved showcasing their unique culture and highlighting their competitive advantages aimed at potential candidates. Our deliverables included carefully crafted messaging that were aimed at three different types of candidate groups, updated visuals and graphics that would garner attention, and a hierarchy of design and type that would ensure that their main messaging and content wouldn’t get lost in the clutter.

Goals

Benchmark internal culture by talking with current employees and uncover what led them to their current position at the company, why they stay, and what would cause them to leave

• Plot ways to attract and retain the best talent with an online marketing campaign with compelling content and design

• Develop top-level messaging that will highlight the Employee Value Proposition (EVP) for various candidate personas

Approach

Discovery session with employees and executive leadership

• Brand research deep dive, including market, competitive, and communications research to identify potential recruitment barriers and opportunities

• Surveys and phone interviews to identify employee motivations, experiences, and goals while uncovering the company’s employer strengths

• Developing candidate personas to fuel future marketing messages and strategies that increase engagement with potential candidates

• ​​Creative rebranding, which included updated visuals, messaging, culture design, print materials, video, and web design

• Defining and highlighting the company’s internal mission, vision, purpose, and operational values

Services

• Employer brand strategy

• Surveys and research

• Market research

• Internal surveys

• Competitive audit

• Brand refresh

• Website design

• Website development

• Print collateral

Results

1)  An increase in submitted applications from qualified candidates

2)  Increased hiring and retention rates

3)  Heightened brand engagement and advocacy

4)  A strengthened online brand presence

5)  Streamlined processes for company-wide RFPs, collateral, and proposals

6)  Expanded geographic footprint and increased market share

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