Case study: Strategy
Strategy
Challenge
Our client, a government crown corporation wanted to improve its overall image and reputation as an employer. This encompassed how the organization was perceived by both internal and external stakeholders, including potential talent, current employees, and industry peers.
Approach:
Upwords created a unique qualitative experience for potential and existing employees where they could provide their anonymous feedback, in depth on several draft employer communications including a new Purpose statement, corporate Values and Lead Advantages.
The unique ‘insight blog’ research approach allowed employees at all levels to have a voice.
Thanks to our iterative project design, the stakeholder team was able to refine their ideas quickly and efficiently.
Impact:
The client came away with great empathy around their employee base and their prospective employees for a variety of positioning.
Our Insight Summary provided clear implications that enabled them to refine their internal and external employment brand communications.
As a result, their strategy focuses on humanizing
their exmployees and using them to personify the brand. They feature testimonials from real employees in social media.
Their purpose was strategically tweaked and is now more authentic and believable.