The Brief
Applied Systems, a Global Software leader with 2,000 employees, worked with Cielo to develop a new global employee value proposition (EVP) framework and suite of Employer Brand assets to activate across multiple touchpoints. The goal was to position Applied Systems as an employer of choice and create a framework that would underpin future talent attraction efforts to support employee engagement and retention.
The Solution
The programme strategy was based on the Cielo Define, Build and Manage framework. A global research program included qualitative 1-2-1 interviews, desk research and was followed up by a validation process across different segments and locations. Following the insight gained, a creative concept was developed to illustrates the global growth and rate of rapid change and opportunity at Applied Systems. The concept positioned how far-reaching work is being done by people who aren’t afraid to leap forward and transform an entire industry. At Applied, it is all about going beyond the conventional thinking as to what insurance is and should be. This is all expressed in the powerful brand line “Challenge what’s possible.”
One key consideration was that the EVP needed to be globally consistent but relevant across different talent segments. We therefore ensured participation and engagement from stakeholders across different business units, insights and research was tailored to reflect this. Adaptations were carried throughout the project with training sessions delivered for various audiences. All creative assets and employer brand guidance was available via the digital hub for local tuning of assets where relevant.
The Results
An EVP framework to guide all people communications underpinned the creation of a new Employer Brand. The creation of an online asset management hub created a one stop shop for the easy use of a suite of recruitment marketing assets, including a talent marketing toolkit, a suite of Selfie-Style Videos, a Diversity, Inclusion and Belonging video animation, and a Careers Website guidance and content.
