Employer Branding - GFT
Role: UX Researcher + Service Design
The goal was promoting the company, as the employer of choice to a desired target group. The process facilitates the company’s ability in attracting, recruiting and retaining ideal employees and helps secure the achievement of the company’s business plan.​
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Tasks included in the project: Previous research analysis, Quantitative research, User interviews, Workshops, Co-creation, Data analysis, Brand strategy proposals
! Data analysis images are confidential
Project description
Problem
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The recent increase of the company's attrition rate and its cost to the organization. Regular employee turnover additionally prohibits the company from increasing its collective knowledge base and experience over time.
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Research
The first step to improve company's brand was to find the real problem or problems of the company. Why the company was not attractive for candidates? Why they decided to select one company or another? We started with an initial research about the strategy of companies of the competition and statistics about millennials.
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Workshops were performed to identify the main values of interest of the company (professional career, training, timetable, salary,..) and to get a first overview from the point of view of the company.
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After this first research we launched a survey through all the employees of the company asking about these 13 values identified in the workshops. We wanted to get the view of employees. Additionally, we made interviews with the goal of getting the user journey of the employees and to go deeper in some of the aspects of the company.
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A blueprint was created to compile all the information obtained from the interviews.
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Solution
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To generate solutions to the identified problems, we performed some ideation workshop including different profiles of the company.
These ideas and solutions where finally filtered by the impact and interest of and in the company.
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