Employer Branding Concept for Four European Countries
For UNIQA IT Services in Austria, Romania, Bulgaria, and Slovakia, we conducted a comprehensive employer brand audit. Based on the findings, we collaborated on designing the EVP (Employer Value Proposition) and adapting the global visual identity into localized campaigns.
UNIQA IT Services (UITS) specializes in the development, maintenance, and testing of software for commercial insurance companies within the UNIQA Insurance Group. UITS is an integral part of the international UNIQA company, which ranks among the top five strongest players in the CEE region.
Satisfaction that Sets New Standards
UNIQA Group Service Center Slovakia (UGSC) is one of our long-standing business partners. We take immense pride in the years of successful collaboration and outstanding results, which have not only ensured client satisfaction but also elevated our partnership to a much higher level.
Headquartered in Vienna, UITS collaborates with the SWS division, which operates under UGSC in Slovakia. Due to the positive experiences of SWS working with our agency, UITS entrusted us to support the development of their employer branding strategy.
Initial Workshops with Stakeholders
The first step in this extensive project was conducting qualitative research across all four countries. The aim was to gain an authentic internal perspective of how the company is perceived by its management and employees. This involved 13 interviews with 65 employees, whose responses provided a detailed understanding of the company’s internal perception.
Focus Groups with Employees
We then proceeded with quantitative research. In close collaboration with a research agency, we gathered valuable insights from over 300 employees across Austria, Romania, Bulgaria, and Slovakia. The goal was to develop a comprehensive understanding of how UITS is perceived by its employees across different countries and to validate the qualitative insights obtained earlier.
What values do employees in these international branches appreciate most? What is their level of engagement, motivation, and loyalty to their employer? How is UITS perceived as a company? Answers to these and many other questions enabled us to better understand employees’ attitudes, opinions, and expectations, providing essential insights for the employer brand strategy.
Collaboration on Creating the EVP
Through an in-depth analysis of the workshop data, we identified the employer brand attributes, ranked the most attractive benefits, and defined the factors influencing loyalty, motivation, and engagement.
Building on these findings, we collaborated with the broader international team to craft the EVP. This was aligned with the globally established communication strategy and enhanced to suit local needs. The tagline “Start your better, make IT yours” emerged as one of the globally applicable slogans, representing the employer branding communication line and ensuring consistency across all participating countries.
Adapting to Local Campaigns Abroad
Another key task was adapting the global communication concept to local employer branding campaigns while considering the conditions and needs of each country.
The principle of authenticity, which we apply in campaigns for UNIQA GSC in Slovakia, was extended to communication concepts abroad.
Photoshoots featuring the company’s employees as the main subjects proved highly popular. Employees felt more engaged, and their bond to the company often increased. They ceased to be “just a number,” stepping out of the crowd to share their views, emotions, and what truly matters to them as employees.
Creating Brand Videos
After the creative photoshoot, we moved on to producing image and testimonial videos for the Austrian and Bulgarian divisions. The spotlight was once more on UITS employees. The videos were designed to deliver the employer brand’s key messages while aligning perfectly with the global communication strategy and established guidelines.
Redesigning Websites for International Divisions
The collaboration on defining the EVP, conducting photoshoots, and creating videos and testimonials produced excellent results and mutual satisfaction. We were therefore delighted to expand the project to include the redesign of websites for the various international divisions.
Our goal is to gradually unify the visual language and technological platforms of UITS websites to reflect the globally established communication strategy and align with the corporate visual identity.
