Attracting top talent with a well-defined employer brand

An effective employer brand articulates a meaningful, memorable story that resonates with your audience. Sanger & Eby partnered with E.W. Scripps to develop an employer brand for connecting their employees and candidates across the country.

Challenge

With 60 stations in over 40 markets, E.W. Scripps has the difficult challenge to reach a diverse audience with a consistent, brand-right hiring message. Throughout the organization, employees at Scripps are passionate about what they do and are committed to integrity in journalism. Scripps was in need of a targeted, local media employer brand strategy that effectively articulates this passion; one that engages and makes candidates feel respected in this intensely competitive market for top talent.

Strategy

After thorough research, which included focus groups, stakeholder interviews and competitive intelligence, we identified the big idea and brand pillars that inform E.W. Scripps employment value proposition, as well as key messages for producers, engineers and sales candidates. Armed with these insights, we crafted a creative concept to express the employment brand—in words and in pictures — through recruitment campaigns and communications.

Services:

Focus groups & stakeholder interviews Competitive analysis Persona development Employer brand & EVP development Communication strategy Messaging & tagline development Digital/social advertising Photography art direction

An effective employer brand articulates a meaningful, memorable story that resonates with your audience. Sanger & Eby partnered with E.W. Scripps to develop an employer brand for connecting their employees and candidates across the country.

Services:

Focus groups & stakeholder interviews Competitive analysis Persona development Employer brand & EVP development Communication strategy Messaging & tagline development Digital/social advertising Photography art direction

Challenge

With 60 stations in over 40 markets, E.W. Scripps has the difficult challenge to reach a diverse audience with a consistent, brand-right hiring message. Throughout the organization, employees at Scripps are passionate about what they do and are committed to integrity in journalism. Scripps was in need of a targeted, local media employer brand strategy that effectively articulates this passion; one that engages and makes candidates feel respected in this intensely competitive market for top talent.

Strategy

After thorough research, which included focus groups, stakeholder interviews and competitive intelligence, we identified the big idea and brand pillars that inform E.W. Scripps employment value proposition, as well as key messages for producers, engineers and sales candidates. Armed with these insights, we crafted a creative concept to express the employment brand—in words and in pictures — through recruitment campaigns and communications.

Sample Campaign Banner. It reads "Scripps. Giving passion a place to shine."
Detail pages from our recruitment marketing campaign presentation, showcasing digital ad copy, creative concepts and sample banner ad mockups.
Campaign messaging featured on the Scripps website
A sample digital ad that reads "We believe in the power of journalism and its ability to change lives. How can Scripps change yours?"

Results

The Scripps local media employer brand was implemented with outstanding reviews. We also created a recruitment style guide and templates, so the Scripps internal team is able to easily continue creating materials for their local markets while maintaining brand consistency.

 

If you need to attract top talent through a strategic, well-articulated employer brand, let’s talk!

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