Challenge
Shaker launched into an employer brand development initiative that would not only speak to the unique experience of working at TPNA, but also aim to achieve multiple goals:
- Drive TPNA’s overarching brand message – from both a corporate and employer brand standpoint
- Convey the mission and Employment Value Proposition (EVP) of TPNA
- Showcase how right fit, quality candidates with diverse backgrounds and skill sets enrich the overall TPNA organizational culture.
Solution
Because the new corporate brand had not been solidified, Shaker had a blank canvas from which to work. Shaker seized the opportunity to craft an employer brand that could be fully integrated with a new corporate brand campaign – one that would reveal and reinforce the true value proposition of working with TPNA where you experience:
- An entrepreneurial, curious, and proactive organization with aggressive plans for growth
- Diversity that is valued across all levels and departments of the organization
- Leadership’s commitment to building and growing the organization with diverse, talented right fit professionals
- Contributions at all levels and in all areas having significant impact
Results
Due to overwhelmingly positive response, TPNA’s HR and marketing teams embraced the campaign not only for employer branding, but for the overall corporate brand as well. Recruiting materials include:
- Ads focused on four key hiring areas: sales, marketing, science/R&D, and accounting/finance
- Brochures and information folders
- Small tabletop displays and graphics for a display booth
- Pull-up screen banners
