Case study
Measuring the return on a new employer value proposition, with a benchmark that showed where the brand stood across markets.
Background
Unilever is an FMCG giant, whose purpose it is to make sustainable living commonplace. Many of their brands are household items such as Axe/Lynx, Ben & Jerry’s & Dollar Shave Club. On any day, 2.5 billion people use Unilever products to look good, feel good and get more out of life.
Unilever launched a new Employer Value Proposition to resonate with this, focusing on creating a better business, a better world and a better you.
Brief
- To measure the return on investment on employer branding as a whole.
- To understand if and how Unilever differentiates as an employer.
- To assess the effectiveness of the new EVP and measures its success.
What we did
- Tracked Unilever’s Employer Brand Index score over four quarters to set up a consistent measurement of employer branding.
- Benchmarked against two talent and market competitors to provide Unilever with actionable insights as to how they differentiate against the 16 Employer Brand Attributes.
- Extended our approach to fit Unilever’s four EVP Pillars and scored them individually to understand if the company truly ‘owns’ these pillars against key competitors.
Unilever’s Perspective
Link Humans’ Employer Brand Index provides us with great insights into how our brand is perceived externally and across multiple geographies. It is comprehensive, covering various brand attributes that are important to us as a company.
It also offers multiple data points that allow us to generate deeper insights into how we should prioritize action plans. Really good to have engaged with them on this and discover new ways of looking at our external brand perception.
Results
The outcomes include:
- Top 20 ranking among all companies that have been measured using the Employer Brand Index.
- Embedding a method of measurement for employer branding with actionable indicators as to what areas work and what areas don’t.
- Understanding what areas of the 16 Employer Brand Index they differentiate on when compared to competitors.
- Getting external validation on their new EVP and understanding which pillars work and which ones need more embedding.
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