NBCUniversal is a media firm with greater than twenty companies in thirty international locations, together with theme parks, tv stations, movement photos, and premium streaming providers. With so many numerous manufacturers and localities, creating an EVP (Employer Worth Proposition) that works for all of them is a big 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 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 totally 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 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 things 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 interesting with exterior distributors. They then took these findings and obtained along with different inner teams like Company Artistic and Company Communications to distill all the things 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 could be articulated as “Right here you will be Pop Cultured,” or in the event that they needed to talk to their DEI initiatives, it would change into “Right here you will be authentically you.” Their EVP is highly effective as a result of it may be articulated in a different way to totally 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, in order that they set to work creating a worldwide toolkit to convey all the things collectively.
Hurley and her group began with focus teams to extra clearly establish wants in every world territory and used that data to create localized property that might align with the group’s EVP whereas sharing the identical feel and appear throughout all languages. They labored intently with native model champions to develop these sources, which in flip offers them all the things they wanted to create their very own localized, inclusive content material.
Join with Different EB Professionals
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 convey 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 achieve out to different professionals working within the employer branding house. “I’ve made lots of connections by merely pinging the friends on this podcast,” Hurley says. This podcast features a solution to get in contact with the entire friends, so don’t be afraid to make a connection.
To comply with 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 personal firm, get in contact.
