Our work with Richter started in the fall of 2019, we created their employer branding strategy together with the team of Impact Works. As a first step, Impact Works conducted research among the employees of Richter which gave us a detailed picture about the current situation: what they thought about their workplace and their supervisors, and what were the advantages and disadvantages of Richter. Based on this research, 5 main messages were identified on which to build employer branding communication:
- Local formula – global impact
- Continuous development gives us stability
- Complete life – our commitment
- The science of cooperation
- Our profession: innovation
As part of the strategy, we studied the job searching habits of white and blue collar workers. We conducted industry analysis in which we examined the demand and supply side of the pharmaceutical job market. We also analysed the career site of Richter and suggested some changes to its structure, design and texts. In addition to this, we created a one-year employer branding communication strategy including the platforms, messages, frequency of the communication, advertisement activities and KPI-s.
It was clear from the beginning that stock photos should be replaced with Richter’s own professional photo material, and that colleagues needed to be part of the employer branding too. That is how the Ambassador Programme was born, with 12 employees from different fields who actively participated in the online and offline communication.