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The Association of Business Service Leaders in Poland (ABSL) is a leading organization associating shared service centers (SSC), outsourcing of business processes (Business Process Outsourcing, BPO), IT outsourcing (Information Technology Outsourcing, ITO) ), research and development centers (Research & Development, R & D) and companies supporting the development of the sector. ABSL brings together about 100 global investors, including arvato Services, Capgemini, Carlsberg, Geoban, Google, HAYS, Hewlett-Packard, IBM, Infosys, Jones Lang LaSalle, MAN, Procter & Gamble, PwC, Shell, Sony, Thomson Reuters, UBS, Xerox (www.absl.pl) .

Goal/Challenges

The goal of our project was to work out a way to promote work in the business services sector. Despite the significant role of the Polish business services sector in the world – the leading position in Europe and the third position in the world, work in the sector is associated with low attractiveness.

Implementation

The key action of the project was a comprehensive examination of the image of the sector including several dozen of the largest companies affiliated to ABSL in Poland and the development of a sector positioning strategy on the Polish market.

Outcome

The project initiated a wide involvement of representatives of particular brands in the branding sector promotion process. The prepared strategy is a guideline for the “Get Real in Poland” image campaign implemented now in Poland.