EMPLOYER BRANDING STRATEGY
Just as, or more important as, making a company's brand communicate with its target audience is to build a positioning that speaks to those who will one day be part of the team. Thinking about employer branding is increasingly becoming a powerful tool in solving serious hiring, culture and scale problems.

In this project, I was responsible for building the strategy, writing the script, creating the look and feel and monitoring the video production, besides redesigning the careers page. During the process, all points were divided, discussed and validated with the EBANX People team.

Building a solid employer brand brings benefits on many fronts
- increases the visibility of the company
- improves the hiring funnel
- strengthens brand positioning and culture
- filters out candidates who do not see themselves within these values

EBANX is experiencing accelerated growth, reaching 500 employees in 2019 and with dozens of vacancies being opened every month. With a high demand for professionals and still outside of a commercial hub like São Paulo, attracting qualified talents who are above all a cultural fit, becomes a very difficult mission.
Identifying this moment and understanding that it was time to strengthen our positioning, we began to build the basis of our strategy. The first stage involved going through a moment of self-knowledge as a company, understanding who we are, who we want together with us and what are the values that guide us. Using the reasoning of the golden circle helps a lot in this stage of the process.
I tried to synthesize in a simple concept, something that was true and communicated with our purposes. "Be part of the change" talks about how working at EBANX is directly impacting a universe of more than 40 million customers and more than 500 companies worldwide. Being part of this company is certainly part of a bigger change. It was very important to rely on something real, that was part of the day to day life of ebankers.
For the creation of the script, before entering the creative process, I structured in a simple way some guidelines, to ensure that there would be no deviation within the objectives set during the whole process. Once these guidelines are approved, they help to keep things within the desired path, working almost as a template for moments of doubt or questioning.
Objectives
- attract more professionals to the hiring funnel
- disseminate EBANX throughout the country
- show that Curitiba is a great place to live
It is worth mentioning that it is important to define clear metrics to be able to make adjustments with more objectivity. It is necessary to follow the accesses and interactions on the careers page, see the impact on the hiring pipeline, and if you could do a screening to understand how many of the CVs are cultural fit, even better. The important thing is to create triggers that show clearly what is happening.
Communication Guideline
- assume a more mature posture as a company
- show that culture and values are present in all layers of the company
- using a more personal approach, giving people a voice
- show that there are a lot of amazing people working
- use a modern and urban positioning

To ensure that this message got where we wanted it to be, we defined as deliverables of this project a new careers page, an institutional video and some video clippings on specific themes, such as our culture, vision and the city. These videos are used both on the careers page and for more segmented disclosures on our social networks and sites such as Love Mondays.
Talking about yourself, as a company, is always a delicate moment. However, it is important to take a clear position on what the company believes in, both on the vision and objectives of the business and on cultural and social issues. This helps attract people who believe in the same things and filters out those who don't fit into the culture. Being true is very important at this moment, that's why we wanted to give voice to people, show the ebankers in their homes, preparing themselves, bring a little of the reality of each to close to the reality of the company.
By coincidence, at the time of the project, I was following several documentaries, such as Chef's Table, Wormwood, and Wild Wild Country, in which they had an approach and an incredible editing and photography work and certainly served as inspiration and reference during the process of building the look and feel / storyboard. This document serves to help the production team understand where I wanted to go in terms of photography and content. The interesting thing is that, with the video ready, I came back to see this document and I was surprised how close we got to the references I separated.

It's important to say that the project doesn't end here. Employer Branding is also thinking about how is the process of Onboarding of employees, develop internship projects, produce campaigns, training, etc.. There are several actions to continue strengthening the company's brand.
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