Challenge
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:
- Give voice to the Morton's employer brand
- Create a compelling, relevant theme for the referral campaign
- Devise an overall communications plan, and identify how to get the message out
Solution
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:
- Communicate that Morton's employees are an essential part of the operation and success of each restaurant
- Express that the commitment of each team member is required to make every dining experience positive and memorable
- Convey the key attributes of Morton's culture: ownership, pride, and investment in the company
Results
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.
