Constructing a Versatile Employer Model for a Multinational Media Firm. 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 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 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 objectives as an entire. 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 had 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 every thing 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 interesting with exterior distributors. They then took these findings and bought along with different inner teams like Company Inventive and Company Communications to distill every 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 will insert language on the finish of the phrase primarily based on personas, skillsets, or pursuits. It doesn’t must compete with our client manufacturers—it’s merely complimentary.”
For instance, for E! Information, it is perhaps articulated as “Right here you may be Pop Cultured,” or in the event that they needed to talk to their DEI initiatives, it’d develop into “Right here you may be authentically you.” Their EVP is highly effective as a result of it may be articulated otherwise 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, in order that they set to work creating a world toolkit to convey every thing collectively.
Hurley and her staff began with focus teams to extra clearly determine wants in every world territory and used that data 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 provides them every thing 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 objectives 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.
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 plenty of connections by merely pinging the company on this podcast,” Hurley says. This podcast features a approach to get in contact with all the company, so don’t be afraid to make a connection.
