NBCUniversal is a media firm with greater than twenty companies in thirty nations, together with theme parks, tv stations, movement photos, and premium streaming providers. With so many various manufacturers and localities, creating an EVP (Employer Worth Proposition) that works for all of them is a major problem. Anne Hurley, Director of Expertise Branding at NBCUniversal, discusses the method of executing an EVP refresh for one of many world’s largest multinational media firms and constructing the flexibleness to activate it throughout all kinds of manufacturers and nations in an interview with the Employer Branding Podcast.
Setting Goals for Employer Model
To articulate an EVP that works for all of the completely different manufacturers, NBCUniversal began by laying out the Expertise Acquisition group’s objectives as a complete. They selected setting aims round model consciousness and engagement, worker expertise, DEI, and recruiting excellence. These aims helped steer the method and outlined what they had been attempting to get out of their new EVP and the way they need to measure success throughout all manufacturers.
EVP Constructed on Flexibility
NBCUniversal is a decentralized firm, with properties working independently. Hurley says, “our job is to affect them at every level of the candidate lifecycle.” They wanted to create an EVP that introduced the whole lot collectively and was versatile sufficient to work equally for NBC Information and Peacock streaming.
They started with a analysis section by internet hosting worker roundtables, taking a look at inside information assortment, and interesting with exterior distributors. They then took these findings and received along with different inside teams like Company Inventive and Company Communications to distill the whole lot into the tagline: “Right here you possibly can.”
“It’s easy, proper? However that’s why it really works,” Hurley says, “it acts as a ‘fill within the clean’ the place we are able to insert language on the finish of the phrase based mostly on personas, skillsets, or pursuits. It doesn’t have to compete with our shopper manufacturers—it’s merely complimentary.” For instance, for E! Information, it may be articulated as “Right here you could be Pop Cultured,” or in the event that they wished to talk to their DEI initiatives, it’d turn out to be “Right here you could be authentically you.” Their EVP is highly effective as a result of it may be articulated otherwise to completely different personas.
Activating EVP Globally
Hurley’s Expertise Branding group has been working to make localization a precedence. “Our model doesn’t resonate with individuals within the UK or Germany or France in the best way it resonates with individuals within the US,” Hurley says, in order that they set to work creating a worldwide toolkit to deliver the whole lot collectively.
Hurley and her crew began with focus teams to extra clearly establish wants in every world territory and used that info to create localized belongings that will align with the group’s EVP whereas sharing the identical feel and look throughout all languages. They labored intently with native model champions to develop these assets, which in flip offers them the whole lot they wanted to create their very own localized, inclusive content material.
Join with Different EB Execs
Hurley advises you to be clear about your inside objectives earlier than beginning the EVP refresh process, do the analysis to get a whole image of your group and ensure to deliver everybody to the desk when the time involves take the next steps. Massive organizations include distinctive challenges, however finest practices exist for creating and activating an EVP. Moreover, don’t hesitate to succeed in out to different professionals working within the employer branding house. “I’ve made a whole lot of connections by merely pinging the friends on this podcast,” Hurley says. This podcast features a method to get in contact with all the friends, so don’t be afraid to make a connection.
To observe Anne Hurley’s work in employer model, join along with her on LinkedIn. To establish the values and tradition you wish to create in your individual firm, get in contact.
