Build Out “Employer Brand” Strategy

Industry: Retail Automotive, Financial Services
Function: HR; Corporate Communications
Location: Domestic US

Our client’s brand (a Japanese import automotive manufacturer) has grown steadily to a position of global leadership in automotive sales and service.

However, its finance company in the U. S. market has been challenged by growth and internal cultural issues to develop an “Employer Brand” to equal the power and recognition of the “product” brand.

We worked with senior executives and HR management to define the company’s “employer brand attributes,” outline key next steps in its HR and Performance Management systems implementation, and developed a communications plan with key communications deliverables, designed to reach key stakeholders, inside and outside the company.

The work overtly acknowledged and addressed the unique needs of different workforce generations, and defined a multi-channel communications approach to carry the message to them.