EVP development and communication planning for wind power company

Client’s needs:

The project was multifaceted and involved addressing a number of issues with regard to the company’s employer brand. The client’s requirements were to:
• Better understanding employment-related driving forces within their target groups, both externally and internally
• Understand their position and employer image compared to a number of   recruitment competitors
• Enhance their global employer value proposition
• Create a global communication plan 
• Create tactical country-specific plans

Method:

Since the company wished to review their Employer Brand holistically, Universum implemented a two phase approach to meet their requirements.

The first phase, in 2006, entailed research and reviewing their employer value proposition amongst students and young professionals. Qualitative research was conducted in 8 countries, comprising of 30 external and 12 internal focus groups.

The second phase, conducted in 2007, focused on additional target groups, being senior professionals and skilled workers, and examined their employer value proposition and communication plans. Quantitative on-line surveys were undertaken in 6 countries, which obtained 1,900 internal and 2,600 external respondents.

Solution:

Universum assisted the client in realigning their existing employer value proposition with input from research findings in 2007. By presenting the results in 8 countries, Universum helped the company develop market-specific communication plans that were relevant to their different audiences.