This study examines the current state of brand voice communication in the candidate messaging activities of Ubisoft RedLynx, a case study. The aim of the study was to develop and simplify the transmission of the brand voice during the recruitment process in the company in question.
Background
The thesis is a project-based dissertation with the aim of improving the effectiveness and consistency of the Ubisoft RedLynx brand voice communication in their recruitment processes. However, the transfer of the brand voice in recruitment communication was not yet established.
Project Objective
Content creation and desktop study of data collection from PT1 and the case company brand voice guide. Data collection from PT2-4, feedback on project deliverables from the case company and personal reflection.
Project Scope
The scope of the project included candidate messaging during the attraction, application, screening, assessment and selection stages of the recruitment process. The feedback completed and received for the project results will serve as their evaluation as well as for the evaluation of the entire thesis project.
International Aspect
Benefits
The results of the project were also considered useful for future onboarding practices, as the candidate communication template and brand vocabulary provided relevant information on the voice attributes of the company brand and employer brand communication, which would be useful for potential new additions. to members of the company's recruitment and/or communications team. On a theoretical level, I gained a thorough understanding of employer branding as a concept, its various components and influencing factors, and how and why it should be effectively communicated in the recruitment process.
Key Concepts
Brand language is the verbal transmission of the brand's personality and purpose, covering the words, phrases and terminology associated with the brand (Lindstrom 2008). Brand language is mainly used to manage the impression of the brand on its target audience (Lerman, Morais and Luna 2018, 2).
Case Company
Brand voice is a subcategory of brand language that aims to formulate a clear personality behind the brand by further adapting the words of the brand to a specific context or content (Sienkiewicz 2019). While a brand's voice is designed to remain consistent across all media and content, the brand's tone can be modified and adapted to the specific context of messages by assessing certain characteristics, such as the formality, casualness, and enthusiasm of the words used. language.
Report Structure and Project Management Methods
Content creation and desktop study of data collection from PT1 and company brand voice guide. Finally, Section 2.3 presents the concepts of the hiring process and candidate experience, and discusses recruitment communications and the importance of employer brand communication in recruiting activities.
Employer Branding as a Concept
Emergence of Employer Branding
Often, the cultivation of an employer brand raises questions from within the organization about the most suitable representative to drive the employer branding strategy and the practices that support it. While the process of forming an employer brand has been illustrated, the process of effective employer brand management requires certain components to be established in the employer branding strategy.
Employer Brand Components
Theorists have different views on the individual components of the employer brand and their relationship to each other. The process of designing and managing the employer brand will be explained in the next chapter.
Designing and Managing the Employer Brand
A detailed model of employee experience has been outlined by Barrow and Mosley, which they refer to as the employer brand mix. The employer brand proposition must be carefully positioned among current and potential employees and offer tangible, relevant and unique experiences.
Communicating the External Employer Brand
Brand Personality and Brand Communication Process
The purpose of brand positioning is to define the current reality of how the brand is perceived by the target audience along with the future brand vision. Verbally conveying the brand's personality and purpose is another crucial factor in effective brand communication.
Brand Language and Brand Linguistics
A brand language audit can be conducted to assess and review the consistency of the brand language. Once the specific language styles and desired wording "vibe" are agreed upon, the basics of the brand voice are established.
Brand Voice and Brand Tone
The result of the study consisted of four dimensions for creating comparable brand tone profiles for different pieces of content to better manage the brand perception of the target audience. Knowing the brand culture is considered of great importance to properly define the brand values.
Recruitment and Brand Communication
Recruitment Process and Candidate Experience
The last step in the process is the selection phase, where the final candidate is selected from the remaining applicant pool and the offer of employment is extended to the candidate. Comparison of the steps in the recruitment process and the candidate journey (Adapted from Dessler Zojceska 2018).
Recruitment Communication
Mosley reminds that if a candidate has a negative experience during the hiring process, they are likely to share that experience with their peers, counteracting the organization's employer brand. Candidate communication templates refer to ready-made message patterns that support all stages of the recruitment process from a communication point of view.
The Role of Employer Brand Communication in Recruitment
In addition, they help streamline and keep the interaction between the candidates and the recruiter consistent. With the conclusion of the theoretical framework, the reader should now have a holistic understanding of the relevant theoretical concepts to move on to the next tasks.
Project Management Methods
The third project management method consisted of one-on-one qualitative interviews with Ubisoft RedLynx's Talent Acquisition Specialist and Communications Manager. Different questions were posed to the Talent Acquisition Specialist and Communications Manager based on their area of expertise.
Results of Existing Candidate Communication Template Analysis
After this, I moved on to the analysis of the existing templates for candidate messages. In addition, I also wanted to create such an atmosphere that after reading the message the candidate could "hear" the intonation and rhythm of the message as if the message was spoken to them personally.
Results of Interview with Talent Acquisition Specialist
Recruitment Process Steps and Practices
A talent acquisition expert believed that informing candidates about the big picture of the hiring process is an essential element of creating a quality candidate experience. It was positive to see that they found informing candidates about recruitment steps valuable and that they had established communication practices.
Existing Candidate Communication Templates
However, the Talent Acquisition Specialist felt that additional tips related to the remote interview could be shared with the candidate. The Talent Acquisition Specialist indicates that the self-assessment has been sent to the candidate in a separate e-mail from an external assessment agency.
Employer Brand Communication in the Recruitment Process
The last question, question 17, was about development points that the Talent Acquisition Specialist could have for the candidate communication templates. Looking at this answer from the point of view of my own analysis, it turned out that the Talent Acquisition Specialist had the same opinion as mine about the existing candidate communication templates.
Results of Interview with Communications Manager
The head of communications believed that the opportunity for the candidate to familiarize himself with the company's social network channels should be conveyed in the invitation to the first interview. Question 5, the last question, asked about any suggestions for improvement that the communications manager had for the language of the candidates' communication proposals.
Project Management Method
Ubisoft RedLynx's revised brand voice was defined in collaboration with the company's marketing, HR and communications staff. Since RedLynx's official business language is English, the brand's voice guide has been created to allow only English-language communication.
Ubisoft RedLynx’s Brand Vocabulary
Evoke emotions in the audience by showing how enthusiastic we are about what we do. For example, the word "good" can be replaced with synonyms such as "great", "stellar" or "brilliant". In the context of brand linguistics, the -ified suffix suggests converting a word into one more reminiscent of the RedLynx brand language.
Project Management Methods
To overhaul the brand voice communication of the new message templates, I used the data collection and analysis from Chapter 3 to correct the development points, ambiguities and missing information in the existing templates. While formulating the language for the new templates, I strove to maintain a balance between the four brand voice attributes of Ubisoft RedLynx; Uncomplicated, positive, confident and friendly, as explained in chapter 4.1.
Ubisoft RedLynx’s New Candidate Communication Templates
A thank you note after the first interview is sent to candidates who have successfully participated in the first round of interviews. After the invitation to interview in the second round and before the hiring decision, a thank you note is sent after the interview in the second round to candidates who have participated in the interview.
Project Management Method
This chapter explains project task 5, which involved the presentation of new candidate communication message templates and the brand vocabulary of the brand voice guide. Chapter 6.1 covers the project management method for preparing the presentation, while Chapter 6.2 reports on the feedback received on the final project deliverables and the revisions made based on the feedback.
Feedback and Revisions
Feedback from the Talent Acquisition Specialist included the successful transfer of the brand voice characteristics into the templates and that the template content was expertly formulated with the candidate's perspective in mind. Finally, they suggested expanding the brand's vocabulary with more words and phrases.
Key Outcomes
The result of the project task was a complete brand dictionary consisting of words and phrases. The outcome of the thesis project was finalized candidate communication message templates and brand vocabulary.
Recommendations for Ubisoft RedLynx
Feedback from the HR, Talent Acquisition, and Communications team members on the brand's templates and vocabulary was positive, and that the two project deliverables added value to the company's candidate communications efforts. The fourth development suggestion is for Ubisoft RedLynx's Talent Acquisition staff to regularly and collaboratively review candidate communication templates.
Recommendations for Further Research and Projects
The goal is to form a cohesive brand across all candidate touch points, regardless of medium.
Project Evaluation
The interview results were useful in the creation of the new candidate communication templates as well as the suggestions for further development to help continue to improve the templates. Regarding my personal evaluation of the project outcomes, I thought that the quantity of the new candidate communication templates was sufficient.
Reflection on Personal Learning
The theoretical framework ended up being the first and last part of the thesis project that I worked on, but I was ultimately satisfied with the wide range of concepts I was able to present and discuss, creating a multidimensional knowledge base for the project. URL: https://www.ebookit.com/books The-HR-Trailblazer-Unlock-the-Potential-of-Your-Employer-Brand.html.
Qualitative Interview Questions
What do you think could be done in the candidate communication templates to create an even more positive view of Ubisoft RedLynx. What more could be done in the candidate communication templates to create an even more positive view of Ubisoft RedLynx.
Ubisoft RedLynx’s Candidate Communication Templates
Once again we would like to thank you for your interest in Ubisoft RedLynx and wish you all the best in your career. We would like to sincerely thank you for your interest in Ubisoft RedLynx and wish you all the best.
Ubisoft RedLynx’s Brand Vocabulary
Yep Yup Uh-huh That's right, you got it, you guessed it, you bet (we do).
Thesis Project Presentation
