Morton's asked Shaker to enhance its existing ERP by raising awareness, generating excitement, and differentiating it from its competitors. The goals of the campaign were to:
Shaker developed a comprehensive program to communicate the guidelines, objectives, and rewards of the Morton's ERP. This information was expressed through a new theme, "You Are Morton's," which emphasizes the importance of every individual the company hires. Shaker also recommended a variation on the typical "Employee Referral Program" title to "Talent Referral Program." The strong messaging is designed to:
The launch of the program was well received by employees, and they showed their support with strong referrals. By the end of year one of the ERP, 14% of all Morton’s managers had been hired through referrals, a marked increase over previous years.