Challenge:

Sprint is an advanced communications company that is widely recognized for developing, engineering, and deploying state-of-the-art network technologies, including the first nationwide, all-digital, fiber-optic network and an award-winning Tier 1 internet backbone.

An industry leader with a rich heritage of continuous innovation, Sprint placed a great deal of care and emphasis on the ongoing evolution of its corporate brand. The same could not be said for its employment brand.

With myriad divisions and locations each handling their own recruitment activity, there was no connection between the brand components and no consistency from one employment message to the next.

Realizing the challenge ahead of them, Sprint employment executives conducted a search for a recruitment solutions partner who understood the power of a cohesive master brand strategy and possessed the capabilities of deploying that strategy across all Sprint employment communications.

Solution

The key to our solution was that every RCI employee who had any contact with Sprint must first become a student, and then an expert, on every aspect of the Sprint brand. Our account team flew to Kansas to attend a Sprint Brand Boot Camp at their corporate headquarters. We also spoke at length with Sprint hiring managers across the country to ascertain how the national brand responded to their needs.

Rich with the fruit of this internal investigation, we then developed a series of print advertisements that conformed to the Sprint brand. We researched, created, and selected, in concert with Sprint Brand Management, a stable of advertising headlines and photographs. We wrote ad copy that took into account the tone and manner dictated by the Sprint Brand. We also designed ad layouts that strictly adhered to the stringent graphic standards set forth by the Sprint Brand guidelines. We then made all of this available to all Sprint recruiters, regardless of location, through an online module that allowed each recruiter the freedom to address their local concerns from within the fold of the national brand.

Once we had developed the national campaign, we focused on the individual divisions of Sprint. We worked diligently with key contacts to address specifically targeted audiences through diverse media. We developed recruitment messaging, collateral needs, and internal communications for the various divisions, delivering on-brand messaging in each instance and strengthening Sprint's arsenal of creative solutions.

Result:

Sprint realized the importance of unifying their corporate brand in the marketplace, despite the disparate activities of their many business units. We delivered a turnkey solution that enabled Sprint to parlay the power of their One-Sprint- Brand Initiative into a consistent and cohesive employment communications system.

The outcome is a strong, consistent employer brand that now benefits from and builds upon the wide recognition of one of the best known brands in the United States, lending credence to their employment offerings, whether the message is targeted toward software engineers or retail store associates.

For more information on how we can help your organization communicate a consistent message, contact us today.

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