Development of EVP, employer branding recruiting campaign for ACREDIA
We make / employer brand /
ACREDIA ist der größte Kreditversicherer Österreichs. Und ein Unternehmen im ständigen Wandel zwischen Digitalisierung, Wettbewerb – und drohendem Fachkräftemangel. An dem Punkt steigen wir ein, mit dem klaren Ziel, Acredia zum „Employer of Choice“ zu machen, nach innen und außen, für Versicherungsfachleute und solche, die Versicherungen bisher nicht auf dem Schirm hatten.
Client: ACREDIA
Since: 2023
Services:
Our services
We do / together /
Vienna, 1st district, dignified old building – but inside: 150 people who want to make a difference, are very open to discussion and quite self-critical. One thing is immediately clear: the path to a new employer brand can only work bottom-up, the team wants to help shape it. Our services for ACREDIA consist of:
- Target image and analysis
- Employee workshops and focus groups
- Formulation of the EVP (the value proposition)
- Design of the employer branding
- Development of the recruiting campaign
- Organization of employee events for implementation
- Strategic consulting in the change process
Our collaboration began with the development of a new Employer Value Proposition (EVP). We analysed employee surveys on their employer image and organised employee workshops and focus groups on the employer promise. The results were used to identify the strengths and weaknesses of the employer brand and we developed a crystal-clear EVP and an exceptional recruiting campaign that starts on the inside and radiates outwards.
The 3 steps to developing an EVP
1. analysis, problems and solutions for the employer brand
The initial analyses showed that ACREDIA has above-average employee satisfaction. But the management wants more: to become the most attractive employer with charisma! So we dug deep and organized workshops and focus groups with 60 (out of approx. 150) employees, which generated fascinating insights and tangible results. Strongly summarized: ACREDIA is an attractive employer, but one that is clearly polarizing.
An important success factor was the use of Situation R®, a software-based management tool co-developed by us that enables quick and grassroots democratic situation assessments in volatile workshops.
Working out the values of an employer brand
2. An EVP that only knows winners
Some people love change, others are worried about it, which leads to polarizing perceptions of ACREDIA as an employer. Our strategy is to take everyone along for the ride: motivate without overwhelming, change without frightening, a fair give and take – employer and employee in balance.
The company’s core values – courage, cooperation, openness, enthusiasm – are the backbone of the EVP. Concrete employer promises, reliable rules of conduct, attractive employer branding, clear expectations of the employer and a clear implementation plan for the employer brand bring them to life.
Concept implementation of the recruiting campaign
3. The employer campaign “We do”
It’s about doing, about simply trying things out! The Austrian answer to “Just do it”, so to speak: a call to everyone, including the employer, to shape joint success with enthusiasm.
The recruitment campaign is based on the company claim “Have the courage to act”, which was implemented as a flexible language mechanic in a variety of messages and images – and inspires employees!
Our Team
Our employer branding and recruiting experts know the challenges employers face and the solutions that can help them succeed. Ask us and we will be happy to share our experience with you.
Dirk Thieme
Ewald Pichler
Paul Awe
Eva Schrattenholzer-Schatz
Are you looking for qualified employees? We work with you to develop an appealing employer brand. Contact us to discuss your requirements and develop customized solutions.
Let´s
talk
Tamara Himler, Client Service Director M +43 676 93 83 137tamara.himler@dmcgroup.eu