Employee Value Proposition

The Challenge

Our Approach

Marmalade Marketing’s EVP project is broken down into three main areas, a challenging workshop, in-depth research and a tactical report providing expert advice to build on what a company is often already doing. It’s just a matter of prioritising and formalising a process.

To address these challenges, Marmalade implemented a marketing strategy to strengthen Scantec’s employer brand and therefore attract the best talent on the market.

Research

To kick off this EVP project with Scantec, the first step was to undertake an Employer Brand Positioning Workshop.

This was an interactive session where we took a deep dive into what they have done in the past, what they are currently doing and what they would like to achieve. During this session we aim to understand:

• What's your current offer?
• Ideal Employer Profile (IEP)
• Internal survey to assess current perception versus reality as an employer
• How your EVP can be tailored to the audience - entry level roles versus senior roles
• How you currently communicate it versus how you should be communicating it

We also tasked Scantec with an in-depth analysis of their internal candidate journey, assessing each step from start to finish. Using a checklist, they reported back with valuable findings that uncovered insights and opportunities for improvement. 

Report

Having collated all the information we received, we created a report based on our findings. By leveraging the checklist scores, we were able to highlight priority areas for improvement and further considerations to strengthen Scantec’s EVP and guarantee exceptional candidate journeys. Our analysis revealed that Scantec’s internal processes were very comprehensive and raised no concerns. However, the report identified areas for improvement in their social media marketing, job adverts and careers site. 

Implementation

Once we had identified the key areas for improvement, we began to implement our targeted strategy. Here’s how we did it:

• Social Media Marketing
   
  • Increase frequency and consistency
  • Updated imagery to reflect the Ideal Customer Profile (ICP)
  • Creation and maintenance of Instagram Business Account

• Job Adverts and Careers Site
   
  • We highlighted areas where content could be improved to aid inclusivity and remove unconscious bias to appeal to a more diverse talent pool. 
  • Provided a new layout and structure

• Content
   
  • Marmalade produced a series of blogs, called ‘You SCANtec’, looking at the career paths of key members of the existing Scantec team. Each blog was accompanied by a video introduction from each team member and/or a static image to increase engagement.

Our Results

We increased new followers on the Scantec LinkedIn Company Page by 78.7% in 3 months.

Page Views increased by 10.5%.

Unique Visitors to the Scantec website increased by 29%.

Custom button clicks increased by 8.7%.

There was a significant increase in engagement on LinkedIn, with reactions increasing by an incredible 2,473.3% and comments by 900%.

By consistently posting eye-catching and engaging content to their LinkedIn company page, Scantec’s visibility increased. This helped them in further establishing their credibility and trust within their target market. By reinforcing their presence through sharing more information about Scantec’s culture, values and success stories, they were able to increase brand awareness whilst giving potential candidates a glimpse into what makes the company unique and appealing.