CASE
EMPLOYER BRANDING
Client
WESTERN UNION
Task
Before working with us, “Western Union” had the reputation of a great employer for the people who are just starting their carreers (it hired many students and post-graduates). But this reputation started started to hinder attracting highly-skilled, experienced talent. With these activities we reoriented the communication towards experienced specialists showcasing the international carreer opportunities while strengthening the part of the company’s EVP (Employer Value Proposition) “Work truly globally from Vilnius”.
Solutions delivered
- 2 focus groups (one with the lower, another with the higher seniority level employees) to clarify the need to improve employer branding and to identify the most relevant and attractive aspect of EVP for the target audience.
- 3 interviews with highly skilled professionals with a great career history in “Western Union” were distributed to the major national media.
- 6 expert press releases about the organizational culture, employee development, and “Western Union” HR initiatives and employment opportunities.
- An article in “Delfi” about the open positions in the company.
- Content marketing project of 6 articles and ads in www.15min.lt “Career without borders”, based on true stories of “Western Union” employees and illustrated with their photoshoot portraits.