Employer Branding

Within a larger branding initiative, Arrow Electronics wanted to understand how their newly created external brand and positioning could impact or change their recruiting, retention and onboarding efforts.

Arrow's culture, core behaviors, and key attributes were examined through online surveys with over 2500 employees and key stakeholder interviews. Through an interactive workshop the difference between current and aspirational culture were discussed along with technology, physical manifestations of a brand, and operational processes.  

The importance of and difference between an employer branding strategy and an EVP were shared along with an employer branding ecosystem. Global checklists, a maturity assessment and comprehensive frameworks were provided to all senior global HR executives during their annual summit which included information on everything from making values tangible and operational to aligning corporate IT and communications teams.

As the lead and sole strategy consultant  I helped Arrow Electronics create their brand purpose and strategy, operationalize this strategy through a solutions portfolio and visual design system in collaboration with designers,  apply the brand to recruiting, on-boarding, and retention efforts,  develop a verbal identity, and sales enablement program.