The Client is a major consulting & professional services MNC (Big 4) headquartered in the United States. The Indian operations have more than 12000 employees and are the fastest growing region across the globe.
The first challenge faced by the client was to identify how the brand was perceived with respect to ‘Employer of Choice’ across the campuses in India. The campuses included Business Schools, Engineering and Graduate Schools. The second problem statement was ‘How to build a brand strategy’.
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The Strategist proposed to study the current Employer Brand Perception with the help of its proprietary tool ‘myBrand Promise’. ‘myBrand Promise’ studies the Awareness, Administration & Spirit of Campus. As a part of the study each of the campuses were studied through Primary and Secondary data to gauge the Awareness and Administration level. Each campus was also mapped on the Spirit of Campus to understand the essence and ethos of the campus as well as the aspirations of the students (Gen Y). As a part of the report, a detailed Perception Study was submitted along with the Branding Strategy for each campus and an action plan with ideas for the next 18 months.