RBC needed to overcome its employer brand reputation in 2013, a series of Employee Value Propositions were developed to treat each segment as a unique force for the future. One of the key players in the demographics was Canadian Youth. Our results:
- We set to win the Top Employer Award for Young People and achieved it for 5 consecutive years before handing off the submission project.
- Storytelling was critical in the exercise of brand reputation so a robust calendar and ambassador program was launched.
- A change management strategy was necessary to achieve integration of a global, and complex financial institution.
- It resulted in a desirable climb up 25 rankings as most desirable employer in the Top Tech Talent study by Universum.
Talentscopic 