How do you know if a company needs rebranding or to create a sub-brand?
Read the following case study and find out how we helped Femsa promote its new business unit.
Scope
Our task
Femsa is a globally recognized brand with a very strong and positive reputation. Even with this strong recognition, the company faced challenges in attracting technological and digital talent.
The project to define the employer brand strategy, in addition to promoting its value proposition, aimed to showcase different business units that operate under the FEMSA umbrella. The task was to communicate to young talent (generation Z) that Femsa is a great place to work.
The studies conducted internally and externally led us to an important observation: the digital teams at Femsa have little to do with the company's business focus. They operate as if they were separate groups, with their own objectives and dynamics. At the same time, the surveys and focus groups showed us a good reputation and recognition of the Femsa brand.
Therefore, we proposed to create a sub-brand (with its own and unique personality and style), which could take advantage of the robustness and good reputation of the Femsa name. This is how Digital@Femsa was born.
Internal and external research conducted together with employees showed two main attributes as the company's current strengths: the stability and solidity of the group, together with the possibilities to create and impact through its projects. To creatively promote both attributes, we defined the umbrella message: “Sigamos haciendo historia. Sigamos creando futuros.” (Let's keep making history. Let's keep creating futures.)
We developed a unique visual identity for Digital@Femsa as the division sought to position itself in the technology sector. The dark colors and futuristic graphic patterns defined a unique style and allowed to highlight the strong presence in the digital world. The consistent application of different graphic elements generated significant brand visibility throughout the entire talent interaction journey.
Brand communication is based on the value proposition and corporate values that, promoted inside and outside, defined the brand's unique style. At the same time, they explained what kind of behaviors are expected from the employees. The onboarding processes were successfully carried out thanks to the continuous promotion of Femsa's cultural pillars. The promotion of the organizational culture ensured the attraction of the right talent: with the necessary competencies and drawn to the company's offerings.
Technological talent is one of the most sought-after profiles across multiple industries. That's why we opted for creative attraction with eye-catching and distinct messages, instead of publishing standard job ads.
Technological talent is one of the most sought-after profiles across multiple industries. That's why we opted for creative attraction with eye-catching and distinct messages, instead of publishing standard job ads.
Technological talent is one of the most sought-after profiles across multiple industries. That's why we opted for creative attraction with eye-catching and distinct messages, instead of publishing standard job ads.
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