Employer culture analysis
Case studies
EIVEE wanted to gain an in-depth understanding of their employer culture - both inside and out. The main goal was to diagnose their current employer brand in the talent market, understand their position in the competitive landscape and gain concrete insights for internal improvements.
"We are a mission-driven climate tech start-up, so building a strong employer brand helps unite our employees around a common purpose in EIVEE."
What did EIVEE get out of the collaboration?
Based on our analysis, EVEE was able to act on the insights and immediately improve, among other things:
- Internal workflows
- Communication flow / breaking down silos
- Strengthening the feedback culture
"Hume's work legitimized some of the areas we were already looking at and added a sense of urgency. Being able to back up our initiatives with an impartial third-party analysis also helped secure additional funding from management."
Our approach
Cultural analysis
"It's important that our employer brand actually reflects what it's like to work at EVEE - and that the communication is authentic. It's no good to anyone if a new employee shows up on day one and experiences something completely different to what they've been sold."
How do you get the best insights into an organization's culture? You get perspectives from ALL angles.
For EIVEE we conducted:
- Management workshop
- Employee interviews
- Employee surveys
We started by diving into management's perception of EIVEE's strengths as a workplace and defined Ideal Candidate Profiles (ICP) for different teams. We then worked with employees from several departments to understand their views on EIVEE as a workplace - both strengths and weaknesses.
This ensured that the final strategy was authentic and recognizable to employees across the organization.
The delivery
8 key areas to boost employee engagement with concrete action points and insights from interviews.
We conducted a comprehensive market analysis based on data and insights to give EVEE a clear picture of what is really important to their candidate target groups.
In addition, we conducted external interviews with a focus group of candidates who matched EIVEE's ICP to gain a deeper understanding of their preferences and candidate journey when looking for a new workplace.
Talent market research
The delivery
- Defining EIVEE's ICP and this candidate type's preferences in a workplace
- Guidelines on how to communicate with ideal candidates at each stage of the candidate journey
- Suggestions on how to incorporate candidates' preferences into the EVEE career pages
Competitor mapping
To differentiate EIVEE from competitors in the talent market, we conducted a competitor analysis and mapping to diagnose EIVEE's current position in terms of look, tone and identity. We then identified the steps needed to communicate EIVEE's strengths as a workplace even more clearly.
Deliveries
An Employer Brand Book that brought it all together:
- Key insights about the target audience
- The new positioning
- New Tone-of-Voice
- Creative concepts
- Social media strategy
- Activation plan
What else does EIVEE say?
"Employer branding is the one area we don't have expertise in internally in the People & Culture team - but we know it's super important, especially with the high recruitment rate in this phase of a scale-up."
"By building and communicating our employer brand and our commitment to sustainability, we can increase employee engagement and motivation. When employees feel that they are part of a company that takes responsibility for the environment, they are much more likely to be passionate about their work."
What's next for you?
Are you interested in gaining insights into your culture and working strategically with your employer brand to attract better customers and candidates?
Book a non-binding conversation where we dive into your situation and see if we are the right match.