Passing the culture test
SITUATION
Questions about internal culture ranked #2 (after compensation) among top MBA candidates, but Citi’s recruitment team was not aligned around the answer.
MANDATE FOR CHANGE
Develop fact-based inputs to the recruitment process that would produce more wins in its most competitive market.
- Open-source research
- Recruitment campaign
- Train-the-trainer workshop
OUTCOMES
1st
fact-based initiative to define the intangibles of Citi’s unique employee culture worldwide
Deployed
across all key markets through a standardized toolkit and train-the-trainer protocol
Informed
subsequent global B2B and employment branding efforts
Agency: Publicis BOS Group
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FAIRFIELD INN BY MARRIOTT
Creating “Service Spotlights” to activate insights about guest satisfaction.
Other offerings
BRAND
Reimagining brands to speak to future markets and opportunities.
INNOVATION
Solving for pain points before people know how to articulate them.