AllPhi is a fast-growing consulting partner with a specialization in Microsoft .NET software development. As an independent player on the market with several hubs in Belgium, AllPhi distinguishes itself with its mission: enabling the next generation software developers.
the challenge
In recent years, AllPhi understood all too well that the best way to stand out was to focus on the brand’s authentic DNA, a humble mission to put the needs, interests and aspiration of its people first. Their culture and the internal initiatives related to it have resulted in remarkably stronger retention of employees and consultants. However, these strengths were not yet tangibly reflected in external communication and perception of the brand.
the insights
Being present in the competitive IT market meant AllPhi needed a brand story that would give it an edge in the ever-raging war for talent. As competitors focused on increasingly extensive marketing efforts and incentives to draw in the right people, AllPhi’s humility and culture set them apart from others. An important aspect for AllPhi’s proposition, as statistics show that companies with a strong culture have a 72% higher employee engagement than those who are misaligned.
the solution
A story designed to better highlight an employer’s strengths can only work if its own employees and consultants also have a feel for it. A first step in our process was to interview consultants about their motives and experiences with AllPhi, and compare these with the proposition of similar companies in the market. Together with a working group, which included AllPhi’s board, communications staff, HR coordinators and Pavlov experts thought about how the company could evolve to put the people behind their consultants even more at the center with a revamped employer branding strategy for the brand.
After defining what unique added value AllPhi brought as a brand in a value proposition, we worked out an employee experience framework with the coordinators and communication staff. In it, we outlined the employee journey in 10 crucial moments, from the first attraction by the brand to a possible exit. In each of these crucial moments, we looked for possible areas for improvement and new initiatives that would further implement the brand’s focus on its people.
Today, the employee value proposition and the experience framework form the strategic framework for the AllPhi brand, further implementing the existing mission. Pavlov stands in to support AllPhi in rolling out the story in external communications even further, and to serve as a sounding board for the brand. Among other things, we supported in the planning and content creation of online content, the creative concept of a unique exhibition stand to showcase AllPhi’s values and a new brand manual to strengthen the visual identity around the brand.
