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 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 corporations and constructing the flexibleness to activate it throughout all kinds of manufacturers and international locations 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 targets round model consciousness and engagement, worker expertise, DEI, and recruiting excellence. These targets 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 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, 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 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 will insert language on the finish of the phrase primarily based on personas, skillsets, or pursuits. It doesn’t must 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 change into “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 folks within the UK or Germany or France in the best way it resonates with folks within the US,” Hurley says, so that they set to work creating a world toolkit to carry the whole lot collectively.
Hurley and her crew began with focus teams to extra clearly determine wants in every international 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 sources, 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 inner objectives earlier than beginning the EVP refresh process, do the analysis to get an entire image of your group and ensure to carry everybody to the desk when the time involves take the next steps. Giant organizations include distinctive challenges, however finest practices exist for growing and activating an EVP. Moreover, don’t hesitate to succeed in out to different professionals working within the employer branding house. “I’ve made plenty of connections by merely pinging the visitors on this podcast,” Hurley says. This podcast features a strategy to get in contact with the entire visitors, 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 determine the values and tradition you wish to create in your individual firm, get in contact.
