Asurion
Attracting and Retaining Talent in a Highly Competitive Labor Market
Challenges
As a technology company competing fiercely for the right candidates within a limited talent pool, Asurion faced the challenge of finding and keeping top talent – people with the skills, knowledge, experience, competencies and values that provide a match for the roles and values within the organization.
The goal of this project was to develop a compelling Employee Value Proposition – A narrative that helps Asurion:
- Stand out from the ‘sea of sameness’ and differentiate themselves from their competition to better attract qualified candidates and retain current employees.
- Effectively communicate key benefits through consistent and authentic messaging that resonates with the high-quality talent they seek.
Approach
- Conducted in-depth interviews with select employees and candidates to understand the various factors that influence their decision to join and/or stay with Asurion
- Developed benefit corridors via in-depth interviews and generated/verified hypotheses through quantitative research
- Transformed data into actionable insights through a stated vs derived analysis methodology to identify not only what’s important to employees and candidates, but also what ultimately drives their behavior to join and/or stay at Asurion
- Leveraged the insights to support the development of a compelling employee value proposition strategy and narrative
- Developed a strategic framework to be activated at different touchpoints in the employee lifecycle
Results
- Generated key insights that drive employees and candidates to join and stay with an organization like Asurion. We found that people want an organization that offers:
- Career-enhancing guidance and growth opportunities for people
- Passionate leaders who value team success and create a rewarding and supportive work environment
- Flexibility in time and location for people to do their work and achieve peak productivity and performance
- Recognition of accomplishments and contributions through competitive compensation
- An environment that champions strong social awareness and ethical standards
- An environment where leaders authentically embody and promote the organizational core values
- An environment that inspires a sense of pride in the work people do and the impact they can make
- Provided execution recommendations through customized creative briefs to enable effective communication of the key messaging points