Strategic Employer Branding Partner
The case
Fellowmind faced the challenge of communicating their employer branding messages clearly and effectively to a broader audience.
They were looking for a strategic and creative partner to consult and help define a sharp, long-term direction for their employer branding initiatives in 2024.
"Udtalelse omkring hvorfor Employer Branding er vigtigt for dem"
Our solution
To reach a broader audience, we analyzed Fellowmind’s employer branding communication and found it fragmented and impersonal, contrasting with the employees’ actual experience of the company.
We therefore developed a personal concept and strategic direction that leverages storytelling with concrete employee examples. This approach creates a relatable brand that resonates with the target audience.
yes
Results after the first 9 months
77%
79%
180%
Flere besøgende på karriereside
fra 24.000 til 43.000
Flere views per employer branding post
fra 1.995 til 3.600
Flere kliks per employer branding post
fra 75 til 210 kliks
Udtalelse omkring samarbejdet
Our approach
Culture Analysis
Udtalelse
To ensure Fellowmind’s employer brand messaging authentically reflected employee experiences, we conducted an in-depth culture analysis.
This process involved:
- Management Workshop: We started by gathering insights from management, focusing on their perspective of Fellowmind’s strengths as a workplace.
- Employee Interviews: We engaged employees from various departments to understand their experiences, uncovering both strengths and areas for improvement.
- Comprehensive Insights: By combining these perspectives, we built a holistic understanding of Fellowmind’s organizational culture.
Resulting in a clear foundation for a strategic direction that felt authentic and resonated with employees across the organization.
THE DELIVERABLE:
We delivered a comprehensive report highlighting Fellowmind’s key strengths as an employer, based on employee insights.
Additionally, we provided a tailored strategy to leverage these findings and enhance Fellowmind’s employer brand effectively.
THE DELIVERABLE:
- Definition of Fellowmind’s ICP and this type of candidate’s preferences in a workplace
- A report detailing the ICPs, complete with preferences and potential key messages
Target Group Research
Competitor Mapping
In order to differentiate Fellowmind from competitors in the overall talent market, we began by analyzing the competitive landscape within the talent market.
This process involved:
- Identifying Key Players: We selected relevant competitors actively competing for the same talent pool.
- Digital Presence Audit: Each competitor’s online presence was reviewed to uncover strengths, weaknesses, and potential gaps in their employer branding efforts.
- Tone of Voice and Visual Identity: We evaluated their overall tone of voice and look & feel, rating them using a standardized scale to ensure objective comparison.
THE DELIVERABLE:
The outcome was a detailed Competitor Analysis Report, featuring a visual map of the competitive landscape. This map compared competitors’ tone of voice and branding aesthetics, highlighting opportunities for differentiation.
Building on the previous steps and an analysis of Fellowmind’s prior employer branding efforts, we developed a tailored employer branding concept designed specifically for LinkedIn.
The concept leverages storytelling and real-life employee experiences to communicate Fellowmind’s key employer branding messages in a more relatable and engaging way—directly addressing the qualities their ideal candidates seek in an employer.
THE RESULTS
- 77% more visitors to Fellowminds careers page with the same convertion rate.
- 79% more views on the new employer branding posts compared to the previous concept
- 180% more clicks on the new employer branding posts compared to the previous concept
Employer Branding concept for LinkedIn
What does Fellowmind have to say?
"Employer branding is the main area we don't have expertise in within the People and Culture team, but we know it's super important especially with the high recruitment rate at this stage of a scale up business"
"By building and promoting our employer brand and commitment to sustainability, we can increase employee engagement and motivation. When employees feel that they're part of a company that cares about the environment, they're more likely to be passionate about their work"
Next steps for you?
Curious about how to align your employer branding with your company culture and attract the right talent, just like Fellowmind did?
Book a no-commitment call to explore your current challenges and discover how we can help you create a relatable and engaging employer brand.
