Foxconn Slovakia is one of the world leaders in the production of televisions. It is the largest supplier of LCD televisions to the European market in terms of volume and production capacity. Foxconn provides comprehensive solutions from software development through the design of the production process to the final production itself.
FOXCONN – We create the future
Positioning that put the brand in the right place from the perspective of both the employee and the general public
Client's task
Foxconn is already doing many things right on the face of it. It has an internal program that provides a number of benefits, development opportunities through various training courses, and other benefits for employees. Thus, there is seemingly no reason for employees not to feel pride and have a positive relationship with the brand, or for the company not to be attractive in terms of the market of potential candidates and their expectations of an employer in the region.
What was the problem?
The problem was ignorance of the brand. Spontaneous brand awareness in the Nitra district, where Foxconn operates, was only 22%.
Our search for the right solution focused on identifying Foxconn’s greatest strengths, particularly from the perspective of current employees. Something that employees would believe in implicitly and on which internal and external communication and a whole sequence of activities could be built.
Our future direction was decided by the employees’ sovereign response to the question “What is the quality of the products on a scale of 1 to 10?”, where up to 70 people in workshops and interviews answered “11”. Of course, this was not the only criterion or the only source of decision-making, but many other answers and analyses always brought us back to this question and answer.
Generations Solution
The ideal solution was the right positioning that would put the brand in the right place from the perspective of both the employee and the general public.
And so the positioning “we create the future” was born:
- internally with an accent – we create the future
- externally – come create the future with us
This is because the EVP (Employee value proposition), positioning does not arise within creativity from the outside, but is the result of analysis and identification of the strongest strengths within. The goal is to strengthen the brand with employers – creating positive emotion and pride, as well as increasing public awareness.
New positioning – Foxconn’s future is made by us.
Internally, we went over the plan for implementing the positioning, feedback to the people who participated in the EB (Employer branding) process, and the overall plan for campaigns and activities that the client and their team handled internally.
We brought key visuals to full 360° on various touchpoints in both offline and online environments. We gained the attention of the target audience with attractive banners and billboards.
We clearly communicated the list of available positions, company benefits, and what makes the employer brand unique.
External media: TA3, Online, Local OOH
Internally: magazine, campaigns, social media, canteen, intranet, workshops
“
Daniel, we’re gentlemen. We got 3rd place in the Best Employer of the Year! We could never have done it without you. Damn, that’s what they call a branding agency! Tell people a BIG thank you too!
Peter Hrčka, CEO Foxconn Slovakia
Results
Our solutions produced excellent results and met the objectives of the assignment.
- Top Employer 2021 – 3rd place Manufacturing and Industry.
- Less negative references to Foxconn among people.
- We increased spontaneous brand awareness 17% in one year.
- Positive attitude towards the brand by 11%.
The new setup has set the right direction and promoted a positive view of the brand from the perspective of the employer, the public, as well as future potential employees.
