Revitalizing a Not-for-Profit brand
ChallengeWhen an Agency is part of a sector that has an umbrella corporate HR strategy, with generic tools provided for recruitment, engagement and retention, it is a challenge to rise above the crowd and distinguish itself as an “employer of choice”. To compound the issue, there is a shortage of skills that makes talent sourcing and attraction strategies especially among the millennials even more critical. Our Client, an Agency in the Development Services sector, with a new visionary leader at its helm, recognized the need to have a strong and differentiated identity which would help fulfil the need to attract, acquire and retain a pool of qualified DS professionals into their Agency.
InsightsGiving the Agency a new, revitalized identity would make it stand out and help strengthen its image of being a “great place to work” in the minds of existing and prospective employees. While the ultimate purpose of the Agency’s Brand image would be to help enable it to deliver on the Agency’s overall strategic business plan, there would be a strong link with both its Corporate and HR strategy of:
- Attracting and recruiting talent
- Addressing shortages of talent
- Improving the retention rate
- Improving employee engagement, commitment and performance period