Discovering an Employer Brand
| Sankyo Pharma |
Challenge:
This brand disadvantage strengthened the fact that Sankyo Pharma needed the best people to develop and market the exciting products in its pipeline and fulfill the promise of its long-term vision. Sankyo Pharma not only needed an employer brand that would capture the singular spirit of the organization, but also resonate with the diverse candidates who specialize in the various disciplines for which it recruits. Solution:Because Sankyo Pharma had yet to truly develop its corporate brand, we recommended that it take the organization through an extensive employer brand discovery process. The process began with intelligence gathering, consisting of no fewer than 20 group interviews involving approximately 100 employees of the company. We spoke to representatives from each category of employee, from the rookies to the president, and to representatives from each of their locations, including their corporate headquarters, a research facility, a clinical development facility, and district sales offices across the U.S. We combined this information with an in-depth study of their competition. We then analyzed our data to identify the context of the Sankyo Pharma employment brand and the characteristics that differentiate it in the employment marketplace. We were looking for a message that could be uniquely leveraged for the recruitment strategies of the organization. The challenge then became to distill this important - and considerable - content into a single expression of the Sankyo Pharma Employment Brand. Result:RCI Recruitment Solutions provided Sankyo with an in-depth Employer Brand Manual that represented a living document of the Sankyo Pharma employment brand definition process. Containing all of the generated material, this manual served as a guide to direct the reader through every step we made over the course of the project. The end result was a road map for achieving the Sankyo Pharma employment brand of the future. The work we performed served not only as a driver for the company's employment communications, but it also allowed for informed business decisions as they related to the Sankyo Pharma employment experience. For information on how we can help your organization discover its employer brand, contact us today.
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Sankyo Pharma was a relatively new player among U.S. pharmaceutical companies when its executives chose RCI Recruitment Solutions as its recruitment solutions partner. Compared to its competitors, some of whom boasted products with household name recognition, Sankyo Pharma was a virtual unknown.