Development of Employer Branding Strategy for Andritz Digital Factory
We made Andritz Digital Factory a recognizable and desirable employer through positioning based on paradox
Challenge: how to reconcile ADF's start-up and corporate culture and build its recognition based on observed contrasts
Opposites sometimes attract – even when you want to create powerful employer branding! This thought came to mind when we faced the challenge of reconciling the contrasts between corporate and start-up cultures that characterize Andritz Digital Factory and how to profile this company's employer branding in a highly competitive market based on these differences.
Solution and results
During work on the employer branding project for Andritz Digital Factory, LOGIC MARKETING consultants detected paradoxes that characterize this company's start-up and corporate culture and posed several "contradictory" questions: can brands be positioned using paradoxes? Can corporate and start-up cultures be combined in one positioning statement? Can a paradoxical employer value proposition be created based on a paradoxical positioning statement, and can unique employer branding be built upon it? After conducting interviews with company employees, market research, and analysis of competitive positions, we created a unique positioning and employer value proposition based on the paradox of combining corporate and start-up cultures. With a fresh and original approach, we combined apparent opposites into a compelling amalgam of sales messages and visual content.
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Positioning, employer branding, and communication strategy for Andritz Digital Factory -
Employer branding for Mazars company
Marketing services offered
- Development of employer branding strategies
- Development of positioning strategy
- EVP - creation of employer value proposition
- Employee persona definition
- Development of communication strategy
- Creation of sales messages
- Market trends analysis
- Target group analysis
- Interviews with company management and employees
- Best market practices analysis
- Competitor analysis
