PROJECT DETAILS
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Problem
A leading cybersecurity company faced challenges in broadening its employer brand recognition beyond the cybersecurity community. Internally, employees perceived a lack of a distinct employer identity, compounded by rapid business growth and expansion.
Media development and decision-making were often driven by immediate needs rather than a long-term strategic vision.
The company required a cohesive strategy to enhance communication, culture, and employee engagement during this critical growth phase.
Audience and Demographic Scope | industry-leading, global company with with localization preferences
Solution
Our comprehensive approach involved a company-wide global audit of the company's employer brand, communications, market positioning, and creative media production capacity.
We developed the company's first employer value proposition (EVP), including statements for both broad market and cybersecurity niches.
This was followed by a comprehensive employer brand guidebook and legacy documentation detailing voice, tone, visual representation, media strategy, communication strategy, assimilation strategy, big-brand alignment, and more.
A comprehensive brand and communications strategy was developed from there that provided a trusted foundation to design future communications and media from; including the company's first series of high-quality, employer brand marketing videos for internal and external distribution
Project Timeline | 6 months
Project Highlights
Employer Value Proposition (EVP) Development: Full design of compelling EVP statements in partnership with internal stakeholders for broad market and cybersecurity niche audiences, with expanded statements and communications language for audience segmentation and long-term branding strategies.Employer Brand Guidebook: Developed a comprehensive employer brand guidebook, including assimilation practices, communications/media best practices, and detailed sections such as brand voice, tone, visual representation, product brand alignment, and more. Creative Media Production: Designed and produced unique, employer-brand-aligned media for internal and external audiences, complete with KPI tracking for all media deliverables. This included all concepting, scriptwriting, talent coordinating, production planning and management, distribution, and complete project management. Strategic Roadmap: Designed and developed a comprehensive media and communications strategy to support internal brand assimilation and external employer brand positioning globally. Project Management: Comprehensive oversight of all workstreams, balancing the company's evolving business needs with flexibility over the six-month project. Coordinated with internal stakeholders and partners from design to distribution, ensured alignment with strategic goals, delivery timelines, budget adherence, and internal resources and capacity. A final report included a gap analysis and long-term strategy recommendations based on progress.
Deliverables
Employer Value Proposition (EVP) Design: Developed compelling EVP statements and documentation for broad market and cybersecurity-specific audiences.Employer Brand Guidebook: Designed and developed a comprehensive brand guidebook covering guidance for areas such as voice, tone, visual representations, media and communications strategy, localization best practices, and more. Company-Wide Audit: Conducted a comprehensive audit of the company's employer brand, internal communications, and media production capacity.Comprehensive Strategy: Designed a strategic roadmap for brand assimilation and growth, aligning with the company's long-term goals.Creative Media Production: Produced an original slate of employer-brand-aligned videos for internal and external use, from concept to distribution. Developed high-quality, enduring media assets to support ongoing employer brand initiatives. .Project Report: Delivered a comprehensive summary report with gap analysis and recommendations for long-term strategy and next steps.
Targeted Client Results
Enhanced Brand Recognition: Increase in the company's employer brand recognition beyond the cybersecurity sector, positioning the company as an attractive employer in the broader market.Stronger Employer Identity: Successfully articulated a clear and compelling employer identity, fostering a sense of belonging and alignment among employees.Increased Employee Engagement: Storytelling and innovative communication methodologies, resulting in higher levels of employee engagement and retention.Optimized Internal Communication: Enhance the utilization of internal communication tools, leading to more effective and engaging internal communications.Strategic Media Utilization: Leverage video and creative media to enrich both internal and external communications, making them more engaging and impactful.Comprehensive Gap Analysis: Provide a thorough gap analysis and actionable recommendations for sustainable growth and long-term strategy.Positive Stakeholder Relationships: Increase stakeholder trust and confidence in media production processes, contributing to higher employee morale and organizational cohesion.
