A leading high-tech company revamps its careers brand to retain high-potential employees and engage everyone in its new programs.
One of the global leaders in providing innovative equipment, services and software to improve the way people live. This high-tech company helps make innovative products more affordable and accessible to consumers and businesses around the world.
Partnering with the employee development team, HR communications and employee engagement were key to the success of the campaign. As the global employee development manager put it, “We don’t consider Benz Communications as a typical client/vendor relationship—we’re a team! And it’s good to know who to go to and lean on when we need someone who won’t let us down.”
Despite a formal performance management process that included objective setting and development planning, employees did not understand that they had tools and resources available to them to grow their careers both horizontally and vertically. And at the time, there was little focus on career development for managers to increase their role and skills as career coaches. In fact, employees cited career development as a top concern in an annual survey.
The HR team was already laying the foundation for career development and emphasizing its importance through employee and manager training. But with limited resources for communications, and competing priorities, they needed help making this a well-known initiative within the company.
Each of the challenges was identified so that they could be strategically addressed. The top challenges were:
The talent team was already in discussions to kick off a campaign with a different marketing communications firm. Enter Benz Communications, who was able to present a comprehensive and strategic approach. The global employee development manager stated, “Benz had better ideas, skills, talent and came in at a competitive price for what they offered and we needed.”
Benz created a year-long global marketing communication campaign to raise awareness of career development, shift mindset, promote available resources and to get employees to create and complete individual development plans. The campaign was multi-faceted and incorporated many elements over the year. The priorities included:
The focus and campaign on Career Development worked. Among the results produced were:
Benz was able to understand the business’ needs and adapt as the high-tech company was going through changes. Over the course of the year Benz continued to provide strategic counsel and execute against ongoing deliverables to continue the focus and drive necessary in order to make employees’ mindset changes stick. “Benz has such knowledge of our business. They have so many years of experience all rolled up into their company and have provided us such great support and a great experience,” said the global employee development manager. “Benz upped the ante—helping us be better and successful.”
Note: this client story does not include client names because the company’s PR policy restricts the use of their name.
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