What was the scope of their involvement?
We use traditional brand strategy, planning, marketing, and communications to position the company as a great place to work. Over the last couple of years, we’ve used Column Five to help us define and execute our overall brand strategy as a means of achieving our goals. In 2019, this process was focused on communicating to potential employees that not only is our company a great place to work, but it is also the right place for them to take the next step in their careers.
In 2018, they worked on establishing our employee value proposition. There wasn’t much to work with other than our company's mission and values. When we came up with our value proposition of "We believe the world could work better," they helped us develop supporting narrative strategies to tell that story. In 2019, we created different storytelling models to spread these narratives. Along with this assistance, they helped us identify partnership opportunities to share our value proposition. They also reworked any content that we’d share so that it aligned with the value proposition.
We also worked with Column Five to convene focus groups and analyze feedback from them as well as survey responses. Every year, we would use this analysis to refresh our strategy, holding brainstorming sessions at least twice a year to think of what we could do next.
Other than the previously-mentioned pieces, a huge part of the work has been content production. They've helped us write short-form and long-form blog posts as well as helped produce videos. Once they create the content, they assist with posting it on platforms such as LinkedIn, Facebook, and Glassdoor. They've created content in several different formats, such as motion graphics, paid ads, and infographics. They've also provided web design assistance and helped refine presentations for our senior leadership team.
We just signed an agreement for our partnership to extend into 2020 and beyond.
What is the team composition?
There are about nine people that work with our team on a regular basis. Some of the founders will get involved at times. Up until January 3rd, it was two of us on our side, but now it’s only me.
How did you come to work with Column Five?
They were working with our consumer marketing team and we were looking for an agency to work with us specifically on talent branding. We even talked to a number of agencies who specialize in talent branding.
Column Five hadn’t worked in talent branding before, but they were really good at brand storytelling. We were just giving them a different type of product to sell. We liked a lot of what they had to share in terms of their strategy and process. After meeting with all the agencies, they won.
How much have you invested with them?
We spend $1,000,000 annually with them.
What is the status of this engagement?
We started working together in December 2017, and the work is ongoing.