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Marie Stopes International

Employer Branding

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Challenge
Marie Stopes International (MSI) is one of the world’s largest family planning organisations. With a significant UK presence – and operations in 40 countries – they wanted to bring vital cohesion to both local and global recruitment activity. And with the charity sector being so ultra-competitive, they needed a winning employer brand.

Solution
We proposed creating a unified branding strategy that would work across all media and be relevant to all existing and potential employees, worldwide. That was the easy part. Then we actually had to do it. We started with the senior decision-makers, pinning down their hopes for the project and their plans for MSI. We also jumped at the chance to interact with a wide spectrum of team members, gaining a true picture of the type of person who thrives there, what they look for in an employer, and what benefits they felt MSI offered them. Next the creative – strong enough to embody the ethos of the organisation and to be extremely campaignable. From this we developed a clearly defined, consistent employer brand embracing the sensitivity of the work and the diversity of MSI’s audiences. We produced a step-by-step guide and an adbook which between them cover everything from fonts and photography to keywords and tone of voice. These now form the basis for all employee communications and recruitment advertising – regional, national and international, print and online.

Results
A coherent brand for the organisation, and recruitment communications that work effectively. As the client puts it: “The guidelines will, in the long-term, help us create a more powerful, effective and consistent global employer brand and are also dovetailed with the broader MSI brand guidelines.”

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