NBCUniversal is a media firm with greater than twenty companies in thirty nations, together with theme parks, tv stations, movement photos, and premium streaming companies. 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 pliability to activate it throughout all kinds of manufacturers and nations in an interview with the Employer Branding Podcast.
Setting Aims 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 targets 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 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 every little thing collectively and was versatile sufficient to work equally for NBC Information and Peacock streaming.
They started with a analysis part by internet hosting worker roundtables, inner information assortment, and fascinating with exterior distributors. They then took these findings and obtained along with different inner teams like Company Inventive and Company Communications to distill every little thing 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 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 might be Pop Cultured,” or in the event that they needed 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 another 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 best way it resonates with individuals within the US,” Hurley says, so that they set to work creating a worldwide toolkit to deliver every little thing collectively.
Hurley and her staff began with focus teams to extra clearly determine wants in every world territory and used that info to create localized property that might align with the group’s EVP whereas sharing the identical appear and feel throughout all languages. They labored intently with native model champions to develop these sources, which in flip provides them every little thing 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 targets 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 greatest practices exist for growing and activating an EVP. Moreover, don’t hesitate to achieve out to different professionals working within the employer branding house. “I’ve made loads of connections by merely pinging the friends on this podcast,” Hurley says. This podcast features a approach to get in contact with the entire friends, so don’t be afraid to make a connection.