Approach and Services of Promerit AG:
Objectives were pursued in four successive projects steps:
Determining general conditions and goals for the project, identifying relevant target groups and integrating Sky’s future strategic alignment.
Gathering Sky’s strengths and weaknesses as an employer as well as target group preferences. Qualitative and quantitative analysis methods recorded various perspectives (employees, management, recruiters and candidates). In addition, aspects like competitive job market environment and potential for differentiation were analysed.
Based on existing employer qualities and target group preferences, a general Employer Value Proposition (EVP) was devised constituting Sky’s employer promise with the dimensions „Fast & Alert“, „Market Maker“, „Work hard, play hard“ and „Passion for better entertainment“. These are supported by quotations and examples from the analysis phase. To guarantee both clear communication specific to the target group and credible expectation management towards candidates and employees, the EVP’s distinctive features letting it stand out from other competitive employers were determined and candidates’ desired employer qualities were compared with Sky’s actual situation. The new EVP was validated and finalized in comprehensive workshops with employees. Finally, a target positioning was determined based on Sky’s anticipated development comprising aspects like corporate strategy, changing target groups as well as changes to services, products and competitive environment. The target positioning was compared with the current positioning in order to deduce potential for optimisation (gap analysis). Together with management, the resulting potential was consolidated. Based on this, possible solutions to achieve a sustainable increase in Sky’s employer attractiveness were devised and integrated into a roadmap.
Based on the concept, a communication strategy was devised to promote the positioning, both internally and externally. Together with the agency Weigertpirouzwolf located in Hamburg, Promerit AG regularly accompanied the creative realisation phase. As part of the Employer Branding Campaign “Sky. The role of your life”, advertising motifs, employer videos, the Facebook page “Sky career” and the entire career website were completely redesigned. Now, each EVP dimension has its own visual motif. Furthermore, additional advertising media depicting the new branding are being used for internal and external communication purposes (stands at fairs, table tents, paper cups, banners, roll-ups as well as personalized notepads for Sky employees). As regards creative realisation, Sky relied on internal employees who were also involved in the project by means of a comprehensive internal communication campaign.