Industry: Retail Automotive, Financial Services
Function: HR; Corporate Communications
Location: Domestic US
Our client’s brand (a Japanese import automotive
manufacturer) has grown steadily to a position of global leadership in
automotive sales and service.
However, its finance company in the U. S. market
has been challenged by growth and internal cultural issues to develop
an “Employer Brand” to equal the power and recognition of the “product”
brand.
We worked with senior executives and HR
management to define the company’s “employer brand attributes,” outline
key next steps in its HR and Performance Management systems
implementation, and developed a communications plan with key
communications deliverables, designed to reach key stakeholders, inside
and outside the company.
The work overtly acknowledged and addressed the
unique needs of different workforce generations, and defined a
multi-channel communications approach to carry the message to them.