ASM Assembly Systems are the world’s leading supplier to the electronics industry, a global success story. As part of their ongoing focus upon supporting the SMART factory of the future, leaders created an increasing focus upon the need to attract and retain the very best technology talent in the UK.
The candidate market from which ASM Assembly Systems hire is highly competitive with skills in short supply and demand high. Recruitment was not an easy task, not helped by their south coast location and relative unknown employer brand.
Our job was to dig deep to understand exactly what the skills they needed to hire wanted from a future employer, what made ASM Assembly Systems a fantastic place to work and to help bring the proposition alive with high-impact creative design.
Our first job was to research and develop the ASM Assembly Systems Employer Value Proposition (EVP). We gathered the views of employees from all levels including carrying out focus groups, these in-depth conversations gave us a really clear, honest and authentic view of ASM Assembly Systems life.
We augmented the employee research with a series of Executive-level interviews to ensure that we were incorporating the strategic vision and values for the business into our thinking as well as digesting a wealth of internal engagement data.
We conducted 200 telephone interviews with individuals employed by their competitors to understand what they wanted and needed from future roles along with their perception of working for ASM Assembly Systems. We completed our comprehensive audit with the analysis of the career sites of 10 of competitors, shining a light on best practice and how the ASM Assembly Systems career site compares to others.
The findings revealed a number of facets that were unique to the ASM Assembly Systems employment experience. These became our trusted EVP pillars and playback across the business confirmed that they were seen as authentic, credible and attractive.
The pillars were underpinned with a core strapline that brought together the sense of unity and focus that prevailed across the business.
Our message matrix exercise then helped us to plot the importance of each of our pillars against the specific talent audiences we were trying to attract, ensuring that all subsequent recruitment marketing content would focus the most pertinent messages towards the audiences segments we were speaking to.
Armed with our detailed Research, we developed a creative brief that focused on bringing the true culture of the business to life. We put this brief into practice by creating careers site content and a careers video showcasing ASM Assembly Systems employees and creative an advocacy toolkit which enable all hiring managers to know how they can become employer brand advocates.
Overall, the brand truly captures the spirit of the business and successfully differentiates ASM Assembly Systems from other employers and receive widespread acclaim from all levels of the business. You can see the careers video here.