UNIQA IT ServicesEmployer Branding Concept for Four European Countries

Satisfaction That Pushes Boundaries

UNIQA Group Service Center Slovakia, s.r.o. (“UNIQA GSC”) has been one of our long-standing business partners. We take immense pride in the fact that years of successful collaboration and outstanding results have not only led to client satisfaction but also provided an opportunity to elevate our partnership to a whole new level.

UITS, headquartered in Vienna, works in close collaboration with the SWS division of UGSC in Slovakia. Based on the positive experiences the SWS team gained through our agency’s work, UITS entrusted us with the development of their employer branding strategy.

Initial Workshops with Stakeholders

The first step in this extensive project was conducting qualitative research in all four countries. The goal was to obtain an authentic insight into how the company is perceived internally by both management and employees. This phase involved 13 interviews with 65 employees, whose candid responses painted a vivid picture of the company’s internal perception.

Employee Focus Groups

Next, we embarked on quantitative research. In close partnership with a market research agency, we gathered valuable input from over 300 employees across Austria, Romania, Bulgaria, and Slovakia. These surveys provided a comprehensive overview of how UITS is perceived by its own members across different countries and validated our qualitative insights.

What values do employees in these international branches cherish the most? What levels of engagement, motivation, and loyalty do they exhibit toward their employer? And what overall perception does UITS create? The answers to these questions offered us critical insights into employees’ attitudes, opinions, and expectations—essential for shaping the employer branding strategy.

Collaborating on the EVP

Through in-depth data analysis from our workshops, we were able to profile the employer brand’s attributes, compile a ranking of the most attractive benefits, and define key factors of loyalty, motivation, and engagement.

Drawing on these insights and in collaboration with the broader international team, we formulated the Employer Value Proposition (EVP) that aligns with the global communication strategy and complements it seamlessly. “Start your better, make IT yours” emerged as one of the globally applicable taglines, encapsulating the employer branding message and maintaining consistency across all the involved countries.

Adapting to Local Campaigns Abroad

Another key task was adapting the global communication concept to local employer branding campaigns, tailored to the conditions and needs of each country. We extended the principle of authenticity, which we apply in campaigns for UNIQA GSC in Slovakia, into our international communication concepts.

A photoshoot, featuring employees in the lead role, proved to be extremely popular. Not only do employees feel more engaged, but their loyalty to the company also increases. They move beyond being just “a number,” stepping into the spotlight to share their opinions, feelings, and what truly matters to them as employees.

Creating Brand Videos

Following the creative photoshoot, we produced both image and testimonial videos for the Austrian and Bulgarian divisions. Here too, the company’s employees were the natural stars. The videos were designed to convey the essential message of the employer brand while fully aligning with the global communication strategy and established guidelines.

Redesigning the Websites for International Divisions

Our collaboration on defining the EVP, photoshoots, and the creation of videos and testimonials yielded outstanding results and mutual satisfaction. We were delighted to extend the project to include a redesign of the websites for the individual international divisions. Our goal is to gradually unify the visual language and technological platforms of UITS websites so that they reflect the global communication strategy and remain consistent with the corporate visual identity.