Case Study: Compelling EVP Aligns Global Talent with Growth Objectives

Opportunity  |  A global leader in medical technology was challenged to create a consistent company employment narrative aligned with their overall brand appeal. Although the company had been successful in developing a customer value proposition and brand identity to build brand resonance with customers, similar attempts to build a consistent and compelling employment brand failed to gain traction. While the company is a highly regarded employer in their industry, they were challenged to develop a narrative about why people choose to join and stay at the company that resonated universally to support global growth objectives.

 Approach  |  Axiom Consulting Partners engaged employees and leaders across the company to:

• Identify the shared, unique, and most compelling aspects of a career at the company
• Leverage a global internal “think tank” with over 50 high-performing and highly engaged employees to serve as a sounding board for designing the employment brand
• Test the attractiveness and resonance of employment brand messaging both internally and externally with key talent segments in the client’s international markets
• Design an employee experience map that articulates the EVP at various “moments of truth” to drive consistency in the experience throughout the employment lifecycle

Results |
The clearly articulated EVP and compelling employment brand has proven to resonate not only across employee segments but in the global markets in which the company competes for talent. In the two years following the launch of the new employment brand, the company soared 8 spots on a prominent “Best Places to Work” list, landing narrowly outside the Top 10 companies.