Case study

UTILIZING BRANDPI® METHODOLOGY TO ENHANCE TALENT RECRUITMENT

Client/Situation

As a Fortune 100 insurance company with more than 40,000 employees, talent retention and management is clearly a key issue, as it directly relates to brand delivery and strength. The client wanted to measure their appeal as an employer brand over time, including a comparison to leading brands in similar industries (e.g., financial services, accounting, healthcare, etc.)

Approach/Solution
Phoenix Marketing International used an online tracking survey with three populations: current and prospective employees, 18 to 54 years old (with quotas for current employment in key industries, as well as the insurer’s key geographic regions), and recent or soon-to-be four-year college graduates in degree programs relevant to insurance employment.

The survey evaluated employer brand awareness, familiarity, overall impressions, as well as willingness to work in specific industries and other key employment-seeking metrics and information.

Results

Our client fine-tuned their external talent recruiting efforts to focus on those attributes most important to job-seekers, by region. Using information from the study, they have improved their talent retention metrics by making organizational changes to enhance employee satisfaction as well as their appeal to prospective hires.

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