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An Employer Branding Strategy to increase Brand Awareness of a Finance Employer among its Target Audience

An Employer Branding Strategy to increase Brand Awareness of a Finance Employer among its Target Audience

Samenvatting

Talent&Pro is a Dutch secondment firm, which outsources specialized consultants to financial organizations and offers them professional traineeships. This advice report proposes a
communication strategy for Talent&Pro, in order to boost its brand awareness and increase the number of applicants it attracts. The advice question driving the research conducted for this
strategy was: ''How can we build brand awareness for Talent&Pro among its target audience by improving its employer branding (EB)?''. This question aims to resolve the main communication
issue, which is the client's struggle to generate brand awareness among its target audience of recent graduates. This is an urgent issue: although the company is the largest in its niche, it is
ostensibly not reaching its full recruitment potential and is thus likely vulnerable to competition from the other secondment firms on the market.
Research demonstrates the key employer benefits sought by the target audience: the ability to self-develop and learn new skills, an appealing, pleasant corporate culture, work-life balance &
flexible hours, relatable corporate values, and a fair, reliable compensation. Communicating these benefits in a consistent and credible manner builds a recognizable and attractive employer brand. This helps establish brand awareness which ultimately can lead to an increase in applicants and corporate growth. Other success factors are positive personal interactions with recruiting teams and attractive social media accounts, which display the corporate culture to interested jobseekers. Additionally, the research revealed two subtypes within the target audience: data/analysis-oriented starters and people/society-oriented starters, both also interested in the other benefits discussed earlier.
The objective of this advice report is: to increase brand awareness of the Talent&Pro brand and its positive characteristics among its target audience by 10% by July 2022. Based on the
research findings and this objective, this report advises an employer branding strategy detailing the four key employer benefits identified: self-developed, positive social corporate culture, employment flexibility, meaningful & interesting work, and career flexibility through secondment (temporary assignments). The employer brand strategy reimagines the brand’s hidden benefits through the lens of the target audience’s true employment demands. The core benefits should be Employer Branding in Finance 8 communicated through an attractive visual campaign across social media, which depicts the TA as young, ambitious, and individualistic. By using fresh, rebellious images the strategy visually counteracts negative preconceptions of the financial services field. The strategy is set within a €50,000 budget, in line with overall marketing spending and sufficient for an impactful and effective one-year campaign.

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OrganisatieDe Haagse Hogeschool
OpleidingMO International Communication Management
AfdelingFaculteit Management & Organisatie
PartnerTalent&Pro, Utrecht
Jaar2021
TypeBachelor
TaalEngels

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