The case

Since the hybrid work became a standard, the company has shifted its internal communication to be completely digital and therefore one of its goals is to build the employer brand identity aligned with its vision and organizational culture.

At Qm we develop a branding strategy which communicates the value proposition to current and potential employees so that they are in alignment with the company's vision.

Additionally, we create a digital infrastructure that provides support through various channels. For this purpose, we carry out an analysis of the client's needs to organize the information and create browsing maps, make suggestions for content and graphic layout, and develop a series of push-pull actions to drive initial traffic to the site: The Hub.

The content is built on a people-centered approach, creating sections where employees are invited to express themselves through interviews, podcasts and videos about how they organize their day, the challenges of hybrid work, professional life stories, their first day in the company, etc. They are also routinely asked to share opinions about improvements and make suggestions, and the company makes sure that this degree of participation and commitment is appropriately recognized.

As diversity, equity and inclusion are all issues deserving special attention, extra effort is devoted to communicating all the company's initiatives in these areas. Most people are extremely interested in topics related to professional growth, training and vacancies, so the section HERE YOU CAN is given over to the offer of internal development opportunities provided by the company.

To encourage traffic to The Hub and promote this new channel, biweekly newsletters are sent featuring the most relevant information, animated graphics with QR codes are created within the building's internal TV network, and the channel is promoted at internal events.

As part of the work methodology, monthly and annual reports are prepared exposing the performance of all channels, identifying learnings and next steps by means of a plan of future actions to be carried out, allowing iteration and continuous improvement.