Unveiling the employer brand identity of a global player
SD Worx is an international expert in HR & Payroll services, with ambitious plans for the future. Though it is a strong leader in the HR services market, SD Worx lacked a clear Employer Brand. The company wanted to improve its hiring strategy, and at the same time unify its freshly acquired international networks under one employer brand umbrella.
Different cultures, one message
We explored the SD Worx culture in various international branches through employee interviews. Supported with key insights related to the SD Worx strategy and hiring policies that value attitude over skills, we lifted the human side of SD Worx. The foundations for the employer brand story were defined during a cross departmental workshop with senior management.
With ‘It’s your move’, mad about you developed a new Employer Brand Identity that brought the company DNA and culture to life across the different countries, from Belgium to Mauritius.
“In order to enhance our international ambition it was a real challenge to have, for the first time, an international SD Worx employer brand. The approach from mad about you was crucial for the success of our story.”
Cathy Geerts, HR Director
One face, many voices
In order to ensure a consistent use of the employer brand across the countries, we developed clear guidelines and templates for all employee related communications. Furthermore, we supported the launch of the campaign with an engaging employer brand movie and various declinations for web and events.
‘It’s your move’ also serves as the umbrella for specific recruitment initiatives, such as the search for game changers in the IT department.
“Together, the international SD Worx team and mad about you started at the bottom. Interviewing SD Worx employees in several countries up to top management, they crafted a ‘true’ employer brand aligned with corporate strategy. Every country and stakeholders in- and outside SD Worx immediately recognized the message in the ‘It’s your move’ campaign. We all feel really proud about the campaign and SD Worx.”
Tony Swinnen, HR Talent Development Specialist
