Microsoft
Positioning The Brand To Win Talent
Challenges
- As a high technology industry leader, Microsoft needs to attract and retain the top talent available in the market on a continual basis
- They had been experiencing retention issues with some of their more senior talent leaving to join startups and pursue more entrepreneurial opportunities
- Project objectives were to:
- Maximize the attraction of Microsoft employment opportunities among high quality candidates
- Maximize engagement and acceptance of Microsoft employment offers among high quality candidates
- Maximize commitment to Microsoft among high quality employees, resulting in increased retention
Approach
- EMM Approach was used to build business capabilities to close gaps and deliver on the brand promise
- Primary Target Audience Research
- EMM Capability Assessment & Gap Analysis
Results
- Higher rates of accepting invitations to apply
- Higher percentage of candidates applying
- Larger pool of high quality candidates
- Higher retention rates among high quality employees
- Higher job satisfaction
- Higher level of desire and commitment to contribute to success of Microsoft
- Higher rate of quality employee referrals
- Integrated processes leveraging marketing capabilities and positioning to attract and retain talent
- Reduced Voluntary Employee Turnover by 14%