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Case Study
Dish Network
Our recent engagement with Dish started with the 10,000 foot-level satellite view of their brand.
THE CHALLENGE
In the coming two decades, some 3-5 million people will be leaving the workforce per year as demographic and psychographic shifts change the talent pool forever.
With this is a growing concern for targeting and attracting young top talent into the workspace, particularly into organizations with an employment base that depends on younger demographics.
To overcome this, Dish Network aggressively recruits from university, military and other emerging professional channels. However, even Dish’s aggressive approach wasn’t keeping pace with the rapid evolution in technology and Gen Y’s transitioning goals and requirements when it comes to assessing an attractive employer.
BRAND STRATEGY & TACTICS
Successful brands come from within, so a brand essence workshop defined where to focus – what do you do as an employer from a practical standpoint, from an emotional standpoint, what you do better than others?
The resulting vision statement was a definition of whom Dish was going to hire… graphed into a distilled information graphic that defines the brand in terms of its prospective employees.
From this center, a graphic and messaging based platform repositioning emerges: naming convention, architecture, messaging platform, content strategy for the career site, including the next layer of the digital ecosystem including social media, SEO, PPC, and all the touch points important to this audience.
CHANNEL MANAGEMENT
The engagement extended to an exploration of vendor opportunities, including operational gaps like applicant tracking software, that align with brand focus and internal workflow process of recruiting, such as managing the ongoing interaction with candidates.
MEASUREMENT & REPORTING
As this campaign rolls out, measurement will play a key role in calibrating tactics and gauging success. Stay tuned as the results roll in.