Creating the employer branding program for a startup that operates at the cutting edge of two domains – healthcare and technology is a challenging exercise. Rezonant based the strategy on insights gained from research and benchmarking in these sectors.
As part of our employer branding program process, we spent time interacting with over 60 employees across functions and teams. This helped build first-person understanding of unique challenges in people understanding the brand. Benchmarking powerful employer brands across the globe further helped all stakeholders align on the right strategy.
A crucial part of our employer branding process is the identification of the right archetype for the brand. We used the ‘Brand Archetypes Framework’ developed by Carl Jung and Margaret Mark. Rezonant has interpreted this framework for Indian brands using the Mahabharata.
The core Employer Value Proposition developed was ‘We are pioneers’. The EVP positioned the people of Sigtuple as revolutionaries who created magic with the help of data. This became the ‘Why’ of the employer branding.
To show the ‘Hows’, we developed 4 codes that demonstrated how Sigtuplers were pioneering.
The 'hows' of employer branding
“Conceptual illustrations were created for each of the 4 company codes”
These four codes (supported by illustrations) became pillars of other communication examples in the company. They are widely used in induction material, talent decks, internal communication and in the office space.
Culture book for employees
This culture book is called ‘Define the next’, which also represents the campaign line. Defining the next is the way for pioneers at Sigtuple
“The compact-sized and easy-to-consume culture book encompassed SigTuple’s culture, vision and mission”
Talent acquisition material
We also built several decks for Sigtuple ground up on the Google Slides platform. This became convenient base templates for the people to retrieve and use.
“Our target audience was geeky tech-savvy nerds so we came up with some quirky ideas for the tshirts “
These T-shirts represented data in a fun method. The entire set of T-shirts were printed and distributed among employees and other prospects.
The founders and the people of SigTuple were delighted by a powerful employer brand identity which would help them hire 500 more people over the next 10 months