Spotlight: Employer Branding
‘ Add our + to your career’ That was the main message of GMP+ International’s 2020 employer branding campaign. After experiencing difficulties in filling several vacancies, GMP+ International turned to an employer branding campaign. Created in collaboration with an external PR agency, the campaign sought to brand GMP+ International as an attractive employer, in addition to raising awareness around the importance of feed safety. Only by approaching employer branding in the broadest way possible, you can achieve sustainable results. An employer journey starts internally, by analysing the entire employee journey and looking for ways to optimise it. In our view this was a crucial prerequisite, because your external branding needs to align with your internal identity and work culture. First, we defined an inspiring goal, working values and ways to build a strong employer brand. This leads to activation and a more professional and standardised selection process. We believe this helps us in onboarding highly motivated professionals and create new ambassadors for our organisation. Employees themselves played a big role in the campaign, both in determining the strengths of the organisation, as well as in external communication. Colleagues were featured in social posts and were encouraged to share their GMP+ International experience with their network. About three-quarters of employees did.
“ The external branding needs to align with the internal identity and work culture.” The campaign was a great success considering new vacancies lead to a record number of responses.
Versatility Annual report 2020
