Employer Branding Case Study: CP ALL — WorkVenture Employer Branding Solutions

Origins of the Challenge

While there's a common perception that CP ALL offers job opportunities mainly under Seven-Eleven stores, then company aimed to expand its appeal to white-collar professionals. CP ALL is actively working to be recognized as an employer of choice for a broader range of career paths beyond traditional retail roles.

Despite facing challenges, there are promising opportunities for advancement and growth.

Designing the Employee Value Proposition (EVP): CP ALL had not developed an Employee Value Proposition (EVP) framework. This absence of a structured EVP hindered effective communication with employees, candidates, and external stakeholders. To address this, the company is now focused on crafting a comprehensive EVP, aiming to strengthen the Employer Branding
Elevating Brand Recognition: There was limited awareness or misunderstanding surrounding CP ALL. By showcasing its commitment to fostering a dynamic and inclusive workplace culture, CP ALL can expand its reputation beyond traditional retail roles, including highlighting diverse career paths within the organization.
Enhancing Appeal to White-Collar Professionals: CP ALL has the chance to optimize its recruitment approach to appeal more effectively to white-collar professionals, as there are numerous vacancies within the organization across various fields such as merchandising, marketing, and purchasing.

Getting deep insight into the Employer Branding process

CP ALL, with no prior EVP, sought collaboration with WorkVenture to lay the groundwork for their employer branding and EVP initiatives. Our focus was on crafting a concise EVP highlighting the company's strengths and growth. In crafting an Employee Value Proposition (EVP), our WorkVenture team conducted three workshops with CP ALL's employees, HR, and executives to gather insights and devise a structured solution for enhancing the EVP.

Following the completed EVP for CP ALL, WorkVenture initiated media and communication planning. This involved launching Employer Branding video campaigns, and publishing articles highlighting CP ALL's culture and benefits, along with an office tour album that was created for public insight into what is like working at CP ALL.

Subsequently, digital campaigns were executed to promote CP ALL as an employer of choice, with a focus on attracting white-collar candidates and emphasizing the EVP aligned with the company's values. Throughout these processes, WorkVenture diligently monitored all results and provided consultation as necessary to ensure the success of these initiatives.

Following the Employer Branding implementation, what were gains for CP ALL?

CP ALL observed significant benefits as followings:

Possessing a well-defined Employee Value Proposition (EVP): A strong EVP contributes to the company's employer branding efforts by showcasing CP ALL values their employees and offers meaningful opportunities for development and advancement.
Enhances brand recognition among white-collar professionals: Following the implementation of employer branding initiatives, individuals gained a clearer understanding of the company and its contemporary working culture.
Growing rate of employment searches: Job searches for the company on Google have surged by 44%, signifying increased interest from job seekers. Additionally, the collaboration with WorkVenture has generated 11 million media impressions, boosting CP ALL's visibility and attracting potential candidates.

44% 11 Million

increase in impressions

Google searches for job

CP ALL faced challenges attracting white-collar professionals and misconceptions about its working culture. Partnering with WorkVenture, we developed a structured EVP through workshops and media campaigns.

WorkVenture team launched a digital campaign while monitoring progress from start to finish. As a result, CP ALL improved brand recognition and established a clear EVP, leading to increased job searches and overall success.