How research builds an employer brand
The beginning
Sometimes it’s not just what you say, but how you say it. GlaxoSmithKline wanted a stronger voice in the recruitment marketplace. So we helped them develop an employer brand that would differentiate them from the competition. The challenge was that big pharmaceuticals were seen as being much of a muchness, especially when it came to career opportunities.
The middle
We worked closely with GSK to develop a distinctive tone of voice for the organisation – a way of communicating that would give maximum impact to everything they had to say and align corporate brand reputation with internal communications. This tone of voice was built on extensive research. We were able to use it to develop a portfolio of messages and concepts. And to make sure we’d successfully captured the spirit of the organisation, we shared our work with people from within GSK, as well as external parties.
We held a number of focus groups with business leaders and hiring managers, where they were asked to assess, critique and customise the creative messages. Recruitment professionals were invited to discussion groups to validate the concepts, formats and messaging. We also spoke to over 100 people at a diversity recruiting event, and employee surveys were conducted to identify key copy points and relevant concepts.
The end
Our research found a positive response. Recruiters and management teams across the businesses were quick to embrace these new ideas. And the results speak for themselves. The time to source candidates has been significantly reduced. Millions of pounds have been saved in consultancy fees. The work has helped recruit people into everything from IT to R&D. And even when the ads went live in markets where GSK weren’t well known as an employer, they still enjoyed real and measurable success.
Voted best Research & Development Employer in 2007 Times Top 100
Voted best Science & Engineering Employer in 2007 Target Awards
