NBCUniversal is a media firm with greater than twenty companies in thirty international locations, together with theme parks, tv stations, movement footage, and premium streaming companies. With so many numerous 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 corporations and constructing the pliability to activate it throughout all kinds of manufacturers and international locations in an interview with the Employer Branding Podcast.
Setting Targets 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 have been making an attempt 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 all the pieces 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 inner information assortment, and interesting with exterior distributors. They then took these findings and bought along with different inner teams like Company Inventive and Company Communications to distill all the pieces into the tagline: “Right here you’ll be able to.”
“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 primarily based 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 might be Pop Cultured,” or in the event that they wished to talk to their DEI initiatives, it’d grow to be “Right here you might be authentically you.” Their EVP is highly effective as a result of it may be articulated in a different way 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 way in which it resonates with individuals within the US,” Hurley says, so that they set to work creating a worldwide toolkit to deliver all the pieces collectively.
Hurley and her group began with focus teams to extra clearly determine 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 appear and feel throughout all languages. They labored carefully with native model champions to develop these assets, which in flip offers them all the pieces they wanted to create their very own localized, inclusive content material.
Join with Different EB Execs
Hurley advises you to be clear about your inner objectives earlier than beginning the EVP refresh course of, 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 growing and activating an EVP. Moreover, don’t hesitate to achieve out to different professionals working within the employer branding area. “I’ve made lots of connections by merely pinging the friends on this podcast,” Hurley says. This podcast features a strategy to get in contact with all the friends, so don’t be afraid to make a connection.
To comply with Anne Hurley’s work in employer model, join together with her on LinkedIn. To determine the values and tradition you wish to create in your personal firm, get in contact.