Attracting top talent with a well-defined employer brand
An effective employer brand articulates a meaningful, memorable story that resonates with your audience. Sanger & Eby (now Hanson) partnered with broadcast television network E.W. Scripps to develop an employer brand that connects their employees and candidates across the country.
Challenge
With 60 stations in over 40 markets, E.W. Scripps has the difficult challenge to reach a diverse audience with a consistent, brand-right hiring message. Throughout the organization, employees at Scripps are passionate about what they do and are committed to integrity in journalism. Scripps was in need of a targeted, local media employer brand strategy that effectively articulates this passion; one that engages and makes candidates feel respected in this intensely competitive market for top talent.
Strategy
After thorough research, which included focus groups, stakeholder interviews and competitive intelligence, we identified the big idea and brand pillars that inform the E.W. Scripps employment value proposition, as well as key messages for producers, engineers and sales candidates. Armed with these insights, we crafted a creative concept to express the employment brand—in words and in pictures—through recruitment campaigns and communications.
Results
The Scripps local media employer brand was implemented with outstanding reviews. We also created a recruitment style guide and templates, so the Scripps internal team is able to easily continue creating materials for their local markets while maintaining brand consistency.
