Case Study: CP ALL, Redefining Employer Branding through a fresh Employer Value Proposition

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.

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 Employer Branding implementation, what were gains for CP ALL?

CP ALL observed significant benefits as followings:

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.

See the CP ALL Employer Brand in Action

CP ALL new Employer Value Proposition introduced - the path to “opportunity”.

Employer Branding content produced for CP ALL