Attracting Top Talent with a Defined Employer Brand

E.W. Scripps Employer Branding

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.

RESULTS

The Scripps local media employer brand was created and implemented in late 2019. With the added value of a recruitment style guide and templates we created, the Scripps internal team is able to easily continue creating for their local markets and maintaining brand consistency.

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