PrevLINK4 – new career page and Brand Ambassador Program
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PFR is an institution that coordinates the efforts of development institutions supporting the sustainable social and economic development of the country. It is engaged in integrating the activities of the ecosystem that supports the development of the Polish economy and also supports the modernisation process of our economy.

Challenges & Goals

Together with the PFR we conducted a process to develop an employer branding strategy for the next several months. To develop the EB strategy, we designed a research process to understand the perspective of the PFR brand as an employer among key target groups, employees, the market and key processes.

Execution

In late 2021 and early 2022, we conducted a research of EB processes and activities within the organisation, as well as a research of perception and brand image among current employees.

As part of the research, we conducted:
– an audit of EB processes and activities,
– analysis of internal data,
– individual interviews with employees,
– focus workshops,
– competitive communication analysis.

Once the research had been completed, it was possible to start summarising the data and then, based on this, to develop an EB strategy.

Outcome

As a result of the research, we developed an employer branding strategy. As part of it, in addition to the EVP pillars and brand strengths, we defined strategic goals, the brand archetype and manifesto, identified Personas, also with reference to and alignment with the EVP. As part of the strategy, we have also prepared a map of recommended implementation projects to be carried out next.

Created employer branding strategy is the basis and guideline on which all further implementation activities should be based.

This will allow maintain a consistent communication, in line with the brand’s offer, tailored to the target groups, as well as differentiating it from the competition.