Validation of current Employer Value Proposition for a global energy company

Client’s needs:

The project involved market testing the company’s employer value proposition, originally developed for the Russian market, in 14 countries:
Australia, China, Germany, Holland, India, Malaysia, Nigeria, Philippines, Singapore, South Africa, Oman, United Arab Emirates, UK and the USA.
It also included the testing of existing and new communication campaign material.

Method:

In-depth focus groups and quantitative surveys were conducted. Universum organised 108 focus groups, with approximately 900 participants, and obtained 15,000 respondents to the online survey.

Universum delivered 25in-depth reports for all specific markets, plus an overall report of results globally. Two workshops with the client were also held to fine tune the company’s new employer value proposition, as well as communication plans, based on the results.

Solution:

The project resulted in reinforcing certain parts of the company’s existing employer value proposition, while replacing other parts with new cornerstones inline with the research findings.

The outcome allowed the client to better understand the cultural differences between different target groups and regions, consequently providing the company with an ability to adjust their existing global employer value proposition to local demands.

Consequently, the company’s existing communication campaigns were withdrawn and a new knowledgebase devised for shaping new campaigns together with the client’s advertising agency.