This template was contributed to by Charlotte Marshall and the Employer Brand team at Thermo Fisher as a resource for their HROS case study, "How Thermo Fisher Used Storytelling To Build Their Employer Brand"
We’ve always been an organization with strong values, but scaling our Employer Brand with such rapid growth takes more than a compelling Employer Value Proposition (EVP). We needed to find a way to iterate on our current frameworks. To articulate and capture what makes Hootsuite special, and make it easy for current and future employees to sing from the same sheet of music.
Our answer was to develop an Employer Brand playbook, “A Guide to #HootsuiteLife.” The playbook was developed to share the why, what, and how we approach Employer Brand; including examples of Employer Brand campaigns and how our peeps can bring them to life. Focused primarily on equipping our talent department, we also wanted to build something that our employees felt equally empowered by.
Use this playbook to inspire your own employer brand.
Employer Brand Message Guidelines (Thermo Fisher)HR Open Source
This template was contributed to by Charlotte Marshall and the Employer Brand team at Thermo Fisher as a resource for their HROS case study, "How Thermo Fisher Used Storytelling To Build Their Employer Brand"
Lately, the term ‘employer branding’ has flooded corporate vernacular. Every respectable company seems to be incorporating an employer branding strategy. Leaders are figuring out ways to push it up on their priority list. The race to be ‘the best place to work’ is getting crowded each day. Here are some of the best practises companies ought to undertake to establish a strong employer brand and hence attract the best talent to their company.
Crafting a Powerful Employee Value PropositionCielo
Creating, refreshing or overhauling your Employee Value Proposition (EVP) is no simple undertaking. It must become a living asset that informs your people agenda, policies and processes. Here is the 10-step framework for planning and implementing your own authentic EVP.
We’ve always been an organization with strong values, but scaling our Employer Brand with such rapid growth takes more than a compelling Employer Value Proposition (EVP). We needed to find a way to iterate on our current frameworks. To articulate and capture what makes Hootsuite special, and make it easy for current and future employees to sing from the same sheet of music.
Our answer was to develop an Employer Brand playbook, “A Guide to #HootsuiteLife.” The playbook was developed to share the why, what, and how we approach Employer Brand; including examples of Employer Brand campaigns and how our peeps can bring them to life. Focused primarily on equipping our talent department, we also wanted to build something that our employees felt equally empowered by.
Use this playbook to inspire your own employer brand.
Employer Brand Message Guidelines (Thermo Fisher)HR Open Source
This template was contributed to by Charlotte Marshall and the Employer Brand team at Thermo Fisher as a resource for their HROS case study, "How Thermo Fisher Used Storytelling To Build Their Employer Brand"
Lately, the term ‘employer branding’ has flooded corporate vernacular. Every respectable company seems to be incorporating an employer branding strategy. Leaders are figuring out ways to push it up on their priority list. The race to be ‘the best place to work’ is getting crowded each day. Here are some of the best practises companies ought to undertake to establish a strong employer brand and hence attract the best talent to their company.
Crafting a Powerful Employee Value PropositionCielo
Creating, refreshing or overhauling your Employee Value Proposition (EVP) is no simple undertaking. It must become a living asset that informs your people agenda, policies and processes. Here is the 10-step framework for planning and implementing your own authentic EVP.
Using the Employee Lifecycle as your Roadmap for Employee EngagementElizabeth Lupfer
Often times, employee engagement initiatives are managed from many areas within Human Resources or Corporate Communications. These efforts can be fragmented in their approach resulting in decreased relevancy and adoption. Using the employee lifecycle provides framework to these efforts so that organizations can ensure their employee engagement initiatives effectively balance the needs of the business against the needs of employees. Using the lifecycle in your employee engagement approach allows you to define the needs of employees based on each lifecycle area and identify opportunities for engagement based adaptability, relevancy, sustainability and execution. This framework was developed and designed by Elizabeth Lupfer of The Social Workplace (@socialworkplace) in July 2014 and was formally presented at the Talent Management Association's Employee Engagement conference.
Recruiting is harder than ever but if you have a company culture and a brand that is woven throughout your company then you can alleviate a lot of the frustration and cost. In addition to that it will help with retaining those top employees.
Employer Branding:
1- What Is It?
2- How To Develop An Employer Brand
3- Enhancing An Employer Brand
From the first point of contact until the hire the employer brand is being showcased to candidates. How is your employer brand being interpreted by the public?
How do you view your place of work? Companies are investing more in employee recruitment, retention and activation than ever before. Yet the challenges of attracting and optimizing top talent continue to be front of mind for the C-suite globally. In this session, we discuss all.
Natalie Mellin, Global Employer Brand, King
Robert Käck, Global Employer Brand, King
Claudia Tattanelli, Chairman Strategic Board, Universum
Companies achieve a solid talent brand message by first laying the foundation with a strong employee value proposition (EVP). A smart and structured EVP empowers the culture, community and workplace transformation that your employees love to post, tweet and talk about with their friends. Without an EVP, talent brand messaging risks being diluted or scattered.
Proposal For Upskilling Employees PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Proposal For Upskilling Employees Powerpoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/2TBymf3
L'Oreal Employer Branding and Employee Value Proposition (EVP)Link Humans
L'Oreal's new EVP launched in 2012 after a big listening exercise internally - based on 3 pillars: A thrilling experience, an environment that will inspire you & a school of excellence. Note: This is not Link Humans work, all L'Oréal - thanks to Dennis de Munck for this information.
Your Roadmap to Become a Strategic Talent Acquisition Organization | WebcastLinkedIn Talent Solutions
In this free webinar, Meritage Talent Solution's founder, Kara Yarnot, and LinkedIn’s Pam Hoadley introduce LinkedIn’s Strategic Talent Acquisition Roadmap. This framework can help you transform your talent acquisition organization from traditional to strategic, making your team instrumental to the success of the business.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Learn about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Employee Value Proposition. How and why your EVP plays a critical role in you...N. Robert Johnson, APR
Companies with a clear and differentiated employee value proposition outperform their competitors. In this 30+3 Webinar, we take a quick look at ways to develop a clear and differentiated EVP.
Employee Value Proposition in Corporate Human ResourcesSarah Brennan
Employee Value Proposition (EVP) is beneficial in companies of all stages of maturity, but learning how to develop one can be a complex and confusing for even the most advanced organizations. This slideshare will walk you through the steps of developing an EVP that meets the needs of your corporate culture.
Content created and presented by Sarah White & Associates, LLC a Human Capital Market Strategy and Advisory firm. We provide best practices and market education to corporate Human Resource teams around talent and integration of technology technology into employee lifecycle. We also partners with vendors to improve their offerings to best meet the needs of practitioners.
Learn more or see full speaking schedule at www.SarahWhiteLLC.com
This event was sponsored by Achievers employee recognition software. Learn more about them at www.Achievers.com
Bob Johnson goes beyond the basics to look at how we can strengthen our employer brands. And, he unveils our new All-Way Brand Alignment model. He also looks at the impact of review sites on talent attraction
An overview of the latest best practices and trends in employer brand measurement, helping you to identify the right metrics, linkages and and potential returns on
your employer brand marketing investments.
15 Employee Engagement activities that you can start doing nowHppy
Trying to find new employee engagement activities to boost productivity in your company?
We thought you might, now that these long summer days make it difficult to focus and give 110% at work. But we also thought this is a great time to plan a proper employee engagement strategy that focuses on long-term growth and retention.
Whether you’re simply browsing for some ideas that might boost up morale or if you’re putting down the final details for your HR strategy, here are 15 employee engagement activities that you should try!
DIY Employer Brand: 4 Steps to a Compelling Employer Brand from ScratchAndy, Xinbin Hu
While 72% of recruiting leaders worldwide agree that employer brand has a significant impact on hiring, just 55% have a proactive employer brand strategy. (Global Recruiting Trends 2016, LinkedIn)
If you belong to one of the 45% of companies who do not have a proactive employer brand strategy, getting started can feel daunting.
In this upcoming event at LinkedIn Hong Kong, LinkedIn Employer Brand specialists will show you how you can build a compelling employer brand in-house and from scratch.
You will learn:
How to setup your employer brand project for success
How to develop your Employer Value Proposition
How to plan your employer brand communications
How to rollout your employer brand
You will also get an overview of Next Generation LinkedIn Career Pages – a platform tailored to allow employees to voice their opinions on their respective organisations, better than ever.
Date: Tuesday, November 1, 2016 (English)
Time: 5:00pm - 6:00pm (check in starts at 4:30pm)
Address: 38/F, Hysan Place, 500 Hennessy Road, Causeway Bay, Hong Kong
Using the Employee Lifecycle as your Roadmap for Employee EngagementElizabeth Lupfer
Often times, employee engagement initiatives are managed from many areas within Human Resources or Corporate Communications. These efforts can be fragmented in their approach resulting in decreased relevancy and adoption. Using the employee lifecycle provides framework to these efforts so that organizations can ensure their employee engagement initiatives effectively balance the needs of the business against the needs of employees. Using the lifecycle in your employee engagement approach allows you to define the needs of employees based on each lifecycle area and identify opportunities for engagement based adaptability, relevancy, sustainability and execution. This framework was developed and designed by Elizabeth Lupfer of The Social Workplace (@socialworkplace) in July 2014 and was formally presented at the Talent Management Association's Employee Engagement conference.
Recruiting is harder than ever but if you have a company culture and a brand that is woven throughout your company then you can alleviate a lot of the frustration and cost. In addition to that it will help with retaining those top employees.
Employer Branding:
1- What Is It?
2- How To Develop An Employer Brand
3- Enhancing An Employer Brand
From the first point of contact until the hire the employer brand is being showcased to candidates. How is your employer brand being interpreted by the public?
How do you view your place of work? Companies are investing more in employee recruitment, retention and activation than ever before. Yet the challenges of attracting and optimizing top talent continue to be front of mind for the C-suite globally. In this session, we discuss all.
Natalie Mellin, Global Employer Brand, King
Robert Käck, Global Employer Brand, King
Claudia Tattanelli, Chairman Strategic Board, Universum
Companies achieve a solid talent brand message by first laying the foundation with a strong employee value proposition (EVP). A smart and structured EVP empowers the culture, community and workplace transformation that your employees love to post, tweet and talk about with their friends. Without an EVP, talent brand messaging risks being diluted or scattered.
Proposal For Upskilling Employees PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Proposal For Upskilling Employees Powerpoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/2TBymf3
L'Oreal Employer Branding and Employee Value Proposition (EVP)Link Humans
L'Oreal's new EVP launched in 2012 after a big listening exercise internally - based on 3 pillars: A thrilling experience, an environment that will inspire you & a school of excellence. Note: This is not Link Humans work, all L'Oréal - thanks to Dennis de Munck for this information.
Your Roadmap to Become a Strategic Talent Acquisition Organization | WebcastLinkedIn Talent Solutions
In this free webinar, Meritage Talent Solution's founder, Kara Yarnot, and LinkedIn’s Pam Hoadley introduce LinkedIn’s Strategic Talent Acquisition Roadmap. This framework can help you transform your talent acquisition organization from traditional to strategic, making your team instrumental to the success of the business.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Learn about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Employee Value Proposition. How and why your EVP plays a critical role in you...N. Robert Johnson, APR
Companies with a clear and differentiated employee value proposition outperform their competitors. In this 30+3 Webinar, we take a quick look at ways to develop a clear and differentiated EVP.
Employee Value Proposition in Corporate Human ResourcesSarah Brennan
Employee Value Proposition (EVP) is beneficial in companies of all stages of maturity, but learning how to develop one can be a complex and confusing for even the most advanced organizations. This slideshare will walk you through the steps of developing an EVP that meets the needs of your corporate culture.
Content created and presented by Sarah White & Associates, LLC a Human Capital Market Strategy and Advisory firm. We provide best practices and market education to corporate Human Resource teams around talent and integration of technology technology into employee lifecycle. We also partners with vendors to improve their offerings to best meet the needs of practitioners.
Learn more or see full speaking schedule at www.SarahWhiteLLC.com
This event was sponsored by Achievers employee recognition software. Learn more about them at www.Achievers.com
Bob Johnson goes beyond the basics to look at how we can strengthen our employer brands. And, he unveils our new All-Way Brand Alignment model. He also looks at the impact of review sites on talent attraction
An overview of the latest best practices and trends in employer brand measurement, helping you to identify the right metrics, linkages and and potential returns on
your employer brand marketing investments.
15 Employee Engagement activities that you can start doing nowHppy
Trying to find new employee engagement activities to boost productivity in your company?
We thought you might, now that these long summer days make it difficult to focus and give 110% at work. But we also thought this is a great time to plan a proper employee engagement strategy that focuses on long-term growth and retention.
Whether you’re simply browsing for some ideas that might boost up morale or if you’re putting down the final details for your HR strategy, here are 15 employee engagement activities that you should try!
DIY Employer Brand: 4 Steps to a Compelling Employer Brand from ScratchAndy, Xinbin Hu
While 72% of recruiting leaders worldwide agree that employer brand has a significant impact on hiring, just 55% have a proactive employer brand strategy. (Global Recruiting Trends 2016, LinkedIn)
If you belong to one of the 45% of companies who do not have a proactive employer brand strategy, getting started can feel daunting.
In this upcoming event at LinkedIn Hong Kong, LinkedIn Employer Brand specialists will show you how you can build a compelling employer brand in-house and from scratch.
You will learn:
How to setup your employer brand project for success
How to develop your Employer Value Proposition
How to plan your employer brand communications
How to rollout your employer brand
You will also get an overview of Next Generation LinkedIn Career Pages – a platform tailored to allow employees to voice their opinions on their respective organisations, better than ever.
Date: Tuesday, November 1, 2016 (English)
Time: 5:00pm - 6:00pm (check in starts at 4:30pm)
Address: 38/F, Hysan Place, 500 Hennessy Road, Causeway Bay, Hong Kong
Module 4.3 - Human Resources management
The SENSES project co-funded by the European Union funds (ERDF and IPA)
For more information check the official website: http://www.interreg-danube.eu/senses
Internal Marketing - Tips to align staff to your brand values and visionSnapComms
Internal Marketing communication tips to engage your people with the company brands to improve engagement, brand advocacy and knowledge.
This presentation includes, the goals of internal marketing, tips to improve internal marketing, and how to create a communication campaign.
For more, visit http://www.snapcomms.com/solutions/internal-marketing-communication-solutions
10 Steps to Position Communications as a Core HR ObjectivePoppulo
Download our free How to Guide on the same topic here: http://bit.ly/2QRQY6B
All too often, when reviewing critical objectives, employee communications is not one of them from the C-suite’s point of view. This is a serious oversight, and there is an abundance of data, and real-life case studies that support both the value and need for an effective communications strategy.
HR executives, then, must ensure that a well-thought-out employee communications plan is given the importance it deserves. How then to ensure employee communications is not only a core HR objective but that it is embedded in the overall business plan?
We present "10 Steps to Position Communications as a Core HR Objective" - a 5 minute must-read deck for every HR professional.
---
We know that every organization faces different communication challenges. Call us now if you’d like to discuss yours with one of our IC experts.
Intl. +353 21 242 7277
UK 0800 904 7955
US 781 443 7600
or visit Poppulo.com
The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...Daire Dalton
The topic for this session is “Maximising the impact from advocacy tools LinkedIn Elevate, Hootsuite Amplify, Smarp”
Some of the areas covered in the session were:
1. How employee advocacy impacts employer branding efforts
2. Types of content employees most commonly share
3. Identifying the best content mix for your platform
4. Tips for getting the most value from your current (or future) tools
The presentation is about 23 Consultancy LLC and the employer branding services offered by the company.
23 Consultancy LLC is a management consulting company based in San Diego, California. We focus on delivering reliable, scalable, affordable, and sustainable employer branding services.
The solutions offered range from end-to-end employer branding consulting to workshops, training programs, audits, brand activation, and fully customized projects.
HR Open Source Future of Work Report - 2018HR Open Source
It may be time to revisit the legacy notions of what it means to be in HR. Today's modern practitioners are often strategic, tech-savvy, and driven by data.
We set out to better understand the DNA of modern practitioners in our first global HROS community survey. What we found was a variety of indicators that the field has come a long way since the stereotypes of HR's past.
The majority of the 520+ survey respondents from 36 countries worked in HR organizations that report directly to the CEO and feel their roles are strategic. Two-thirds of them have come to HR from other areas of the business, bringing their experience and departmental rigor with them and infusing their HR teams with new skillsets (and mindsets). Their views and interests on macro/market trends from AI to design thinking mirror what you might find in the latest business press. The respondents felt their ability to influence and drive decisions that directly impact that business is increasing significantly.
There are two ways to consume the data:
View the report: Download the free report (below). This report distills the data into key themes and insights based on the survey.
View the data visualization. Want to view and interact with all of the data? Scroll down for an interactive visualization that includes responses to all of the questions and allows you to manipulate several demographic fields to extract more targeted insights. Mouse over the charts to view figures. To manipulate the tableau reports, select the criteria on the right side of the chart to adjust. [Note: as we aimed for interactivity with tableau embeds, the interactive report is best viewed on desktop]
HR Open Source Sponsorship Prospectus 2018HR Open Source
HR Open Source is a not-for-profit initiative poised to accelerate innovation and education in HR and recruiting by democratizing access to resources. This means high value, no cost, resources to help practitioners prepare themselves, and their businesses, for the future of work. Are you're interested in sponsoring HROS, send us an email to info@hros.co.
This template was contributed by Hootsuite's talent acquisition team for their HROS case study, "Inside #HootsuiteLife: How We Built Our Employer Brand Playbook"
Employer Brand Integrated Communication Plan (Thermo Fisher)
1. Charlotte Marshall, Themo Fisher Employer Brand Leader
Charlotte_Co; charlotte.marshall@thermofisher.com
2014 EMPLOYER BRAND
INTEGRATED COMMUNICATIONS PLAN
V.3 FOR DISCUSSION AND REFINEMENT
March 21, 2014
2. Employer Brand Integrated Marketing Communications Plan
V.4 for Review and Refinement
March 21, 2014 2
I. GOAL
Create an employer brand platform that reflects Thermo Fisher’s organizational performance objectives and drives attraction,
engagement and retention of talent.
• Create a stimulating and content rich employer brand that is linked to the company mission and strategy of making the world
healthier, cleaner and safer.
• Develop positioning and channel development through partnerships with key internal stakeholders to drive an aligned messaging
system that educates, inspires and convinces prospective recruits.
• Build excitement and esprit de corps around Thermo Fisher Scientific’s compelling story, including its steady growth and sustained
momentum.
• Improve recruiting success by clarifying the company’s key messages.
• Equip TA with tools to talk about the company and its success.
II. OBJECTIVES
What we aspire to achieve as an employer
• To recruit from a position of strength
We earn a reputation in the marketplace that as such we don’t have to spend time trying to convince people why they should work
for us.
• To increase our recruiting power exponentially
We turn our entire workforce into a team of headhunters.
• To give our employees a coherent, compelling message to pass along
Everyone is consistently “on message” and tell others about why Thermo Fisher is such a great employer and place to work.
• To unleash the power of storytelling
We seek out and leverage stories about the experiences people have with Thermo Fisher to illustrate the tangible value we bring
to peoples’ lives.
• To transform our employees into talent magnets themselves
We build a team that embodies our spirit and reflects our beliefs to become walking talent magnets, attracting people like
themselves to the Thermo Fisher work experience.
3. Employer Brand Integrated Marketing Communications Plan
V.4 for Review and Refinement
March 21, 2014 3
• To solicit and truly hear the voice of the employee – current and potential
To develop and institutionalize processes that enable us to hear the voice of the employee.
• To always make sure we “walk our talk”
Apply what we hear from employees to continually improve the Thermo Fisher work experience and never make employment
promises we can’t keep.
III. SITUATION ANALYSIS
It is clear that Thermo Fisher Scientific has significant market momentum, particularly as it relates to the company’s financial performance
year over year. At year-end, revenue increased to $13.09 billion for 5% growth over 2012, and the company grew organically by 3%. In
fact, it could be argued that no Life Sciences Company is better positioned to take advantage of the added momentum it’s received
recently, brought on the heels of the recent acquisition of Life Technologies.
It is also clear Thermo Fisher is ready to forge a communication strategy that aligns the corporate brand with the talent market in the
hopes of becoming one of the world’s most admired companies. As such, a clearly understood employee value proposition must be
identified, validated, articulated and ultimately activated.
Challenges
• We have a broad value proposition for the company. How do we tease out what’s great about our value proposition in such a way
that it spans all of our businesses and geographies?
IV. INTERNAL STAKEHOLDERS
• XXX, Sr. VP, Human Resources
• XXX, VP, Talent Acquisition
• XXX, VP, Global Diversity & Inclusion
• XXX, VP, Corporate Marketing & Social Media
• XXX, VP, Corporate Communications
• XXX, Sr. Director, Marketing & Brand
• XXX, Director, Employee Communications
• XXX, Global Director, TA Operations & Integration
• XXX, TA Channel Development Leader
4. Employer Brand Integrated Marketing Communications Plan
V.4 for Review and Refinement
March 21, 2014 4
V. DEVELOPING THE EMPLOYER BRAND STRATEGY
Timeline: Usually 3-6 weeks, depending on how quickly appointments can be arranged with members of the company.
Insight Phase
The first step is, in many ways, the springboard for all else to come. We need to learn about Thermo Fisher’s strategy, proof points and real
personality—the individuals, history and soul that drive the work and culture. So we’ll spend time listening to plans for the company and reflections
about the organization. On top of that, we ask that you put us in front of 8-10 leaders (members of the company’s ruling body, its rainmakers, its
culture-bearers and those who will take the company into the future) to gather stories. Stories are key because good marketing is really about
memorable storytelling. We will also conduct focus groups and a company-wide survey. In the meantime, we will establish a branding committee
to review and direct the strategy and resulting creative materials. We aim to elect 5-8 executives on this committee. Members of this committee
should be respected members of the company representing different service areas, offices and points of view.
Tactics
1.1 Kick-off Meeting with Agency
Conduct 90-minute in-person or conference call with the core project teams to kick off the engagement. This meeting will help finalize the
specific details and logistics of the project activities. The Agency’s Employer Brand Consultant and/or Brand Engagement Manager will
lead the call, providing Thermo Fisher with a thorough overview of the project and tools/process designed to minimize efforts on your
internal resources. Agenda typically includes:
• Review scope of work
• Verify target market hierarchy – who we will conduct primary research with
• Logistical considerations
• Identify project teams and roles & responsibilities
• Define secondary stakeholders to engage in project/roles and key milestones relevant to those groups
• Clarify approval process
• Assess materials and research available for the agency to utilize
1.2 Information Review
Here we build on the existing employee-related data, leverage the foundational elements of Thermo Fisher’s business and corporate
brand, and understand the baseline reality of how Thermo Fisher currently communicates to employees and candidates. Following is a list
of items often included in review:
• Corporate Brand Platform
• Mission, vision, business strategy, recruitment and retention strategy
• Recent engagement surveys, employee satisfaction surveys, exit interviews or early impression surveys
5. Employer Brand Integrated Marketing Communications Plan
V.4 for Review and Refinement
March 21, 2014 5
• Current recruitment advertising to target audiences
• Internal communications/newsletters
• Employee programs (T&D, onboarding, professional development, etc.)
• Current metrics utilized and corresponding reports
1.3 Leadership Interviews
Conduct 8-10 interviews with key leaders in the organization to gain insight into the employment experience today and aspirations for the
future. We recommend conducting these interviews with HR leadership and influencers who have a strategic view of corporate business
objectives, talent management and workforce planning, division/business leads and those in the C suite. Each interview will last 30-45
minutes and will be conducted over-the-phone. An interview guide will be developed by the agency and approved by Thermo Fisher in
advance.
1.4 Employer Brand Workshop
The agency will facilitate a 2-3 hour workshop with managers in Recruiting, HR, Marketing and Communications (or other designees) at a
Thermo Fisher facility. The goal is to bring together individuals responsible for talent attraction, as well as those who are instrumental in
shaping and influencing culture, internal communications and recruitment strategies to better understand current experience and areas
that are being enhanced.
1.5 Employee Perceptions Survey
Conduct an online survey consisting of 30 questions (with up to five open-ended questions). Topics include: importance of employment
experience attributes, employer delivery of employment experience attributes, competitor identification, preferred message content, and
preferred message channels. Respondents are categorized by business unit/division/geography, job category, tenure, total work
experience, gender, and level of engagement. The agency will design, host, and report on the findings of the online survey. This includes
two weeks of hosting and standard reporting of aggregate data, tabulating closed-ended frequencies and providing all open ended
response text.
1.6 Employee Focus Groups
Conduct six (6) professionally moderated 2-hour sessions at Thermo Fisher locations with 8 to 10 current employees per session. During
the focus groups we will discuss topics that will help us gain an understanding of the employment experience, why employees chose
Thermo Fisher, why they choose to stay and what their key motivators are.The agency will develop a discussion guide, moderate the
focus groups and deliver a findings report.
6. Employer Brand Integrated Marketing Communications Plan
V.4 for Review and Refinement
March 21, 2014 6
Proposed research matrix:
1.7 Deliverable: Findings Report
At completion of Insight phase, The agency will provide a findings report in PowerPoint that encapsulates the key results of the research. The
agency will present the findings to the Thermo Fisher project team before moving into the Development phase.
VI. DEVELOPING THE EMPLOYER BRAND IDENTITY
Timeline: Usually 1-2 months.
Development Phase
1.8 Deliverable: Employer Brand Platform
Upon compilation of all research findings, the agency will analyze and assess all aspects of the employment experience to develop the
employer brand platform, which includes:
• EVP Pillars:
Leadership
Interviews
Brand
Workshop
Employee
Online Survey
Employee Focus Groups
8-10
leaders
Up to 20 HR,
Recruiting,
Marketing and
Communications
Managers, or
other designees
Representative
sample
1 employee focus group for each of the following
segments. Please note we suggest picking the 6
segments based on high volume hiring projections
and hard-to-fills, these are suggestions without that
knowledge:
1. Sales & Marketing
2. Manufacturing
3. Quality Assurance
4. Field Service
5. Scientific Research and Development
6. Engineering
*All focus group locations are TBD
7. Employer Brand Integrated Marketing Communications Plan
V.4 for Review and Refinement
March 21, 2014 7
o The core qualities and differentiators that define the employment experience – what employees can expect from the
organization as well as what the organization expects of the employees.
• Core Positioning:
o The Core positioning is the compelling idea that is the very essence of the EVP, providing focus for creative expression
and alignment to the corporate brand.
• Messaging Guidelines:
o Points of emphasis for functional and/or geographic segments that help translate the EVP in a meaningful way to different
target audiences.
1.9 Deliverable: Content Playbook
The agency will develop a reference guide for Thermo Fisher to create content that ensures messages are in alignment with the agreed-
upon employer brand platform. The Content Playbook outlines the EVP, content messaging, voice and tone and identifies content best
suited for each target audience.
VII. PRODUCTION AND IMPLEMENTATION
Timeline: Usually 1-3 months, depending on the number of items undertaken.
Activate Phase
The insight and development phase will drive the creative ideas for the employer brand. We will invite at least two different creative agencies to
generate, present three unique campaign concepts to support the brand. The core team will each have three votes to cast for their favorite
concepts and revisions will be requested for a second round of presentations.
1.10 Production
Apply chosen direction across multiple TA communication touch-points:
• Print and online ad campaigns
• Tradeshow booth design
• Brand guideline book
• Recruiter toolkit (flyer, zap stands, tablecloth)
• Talent referral program
• Careers site user interface
• Military sub-campaign
• D&I sub-campaign
1.11 Implementation
• Employee Training on the Employer Brand
• Develop Integrated Marketing Communications Plan
8. Employer Brand Integrated Marketing Communications Plan
V.4 for Review and Refinement
March 21, 2014 8
o Employees
o Prospects
• Establish success metrics
VIII. Timetable
Full timeline will be developed for approved tactics
VIII. Budget
TACTIC ESTIMATED $ ACTUAL $ +/- $
Insight:
• Kick off meeting
• Information review
• Leadership interviews (8-10)
• Employer Brand workshop (1)
• Employee Perceptions Survey
• Employee Focus Groups (6)
Employer Brand Platform
Messaging Guidelines System
Content Playbook
Segmented Messaging System
Creative Development:
Three unique design directions presented in rough.
Selected design direction executed to print-ready
files. Up to two rounds of client revisions.
Deliverables to include:
• Print and online advertising campaigns
• Brand book
• Booth design
• Recruiter kit
• Flyer design
• Zap stand design
• Talent referral program
• Careers site user interface
• Military sub-campaign
• Diversity and inclusion sub-campaign
Employer Brand Training
Creative Monthly Retainer for ongoing TA needs
TOTAL