Employer branding is a powerful driver of change when a company wants to transform itself, attract talent, and develop its reputation. It’s no longer just an HR issue. It permeates the entire organization, is reflected in all management actions and its application must be measured.
At SQORUS, we wanted to build an authentic employer brand that reflects the day-to-day lives of our teams and life at the company. This project was worked on with all employees and an “Image and Perception” project group on a voluntary basis. A look back at the construction of our employer brand…
Step 1: The perception of the current brand
Before embarking on this employer branding project, we wanted to know the internal and external brand image. How is the company perceived by our employees and customers? An online survey and a number of customer interviews enabled us to establish the brand’s strengths and areas for improvement.
Step 2: The brand platform
Based on the results of these surveys, we started working on a brand platform, bringing our employees on board for collaborative workshops. We had them work on the strengths of the brand, the tone to adopt to communicate, our value proposition versus the competition… These workshops allowed us to create a brand matrix, which determines our values, visions, mission, promise… and is now used as a reference document for writing content and developing communication materials.
Step 3: Our values
We then worked on our values in order to retain those that we felt best illustrated our DNA and the daily lives of our teams. 3 values, applicable to both our employees and our customers, have been validated: solidarity, diversity and commitment. Once the values were selected, we listed the stocks that supported those values. The objective was to explain and share them to make them concrete and applicable both internally and externally with examples of projects, actions, behaviors to illustrate them.
Step 4: Communication
With concrete actions, sincere collaborators and a clear communication strategy, we are now able to create authentic and relevant communication campaigns that illustrate the life of the company. Who better than our talents to take the lead in our campaigns? Throughout the year, we created various employer brand campaigns highlighting our values, teams and company life.
Step 5: The application
Having a good employer brand is good, but it must be applied to HR and management practices and employees must take ownership of it and apply its values to all parts of the organization. We therefore regularly remind people of our values at our internal events (kick-off, quarterly, internal newsletter) and we do not fail to organize actions to illustrate these values (after work, Clean Up Day, training…).
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Your career at SQORUS is more than just a job, it’s an opportunity to grow professionally and personally in an environment where individual development contributes to the growth of the whole.
