Daemon Grop – Case Std
Chander Maceod (ASX:CHD) is one o Astraasia’sargest and most diverse HR otsorcing andrecritment companies. The bsiness was keento proactive position its empoment brand torespond to changing demographics and the speedwith which the bsiness was expanding.In addition, as a recritment bsiness, it wasimportant to Chander Maceod that the brand drovetheir EVP and not that o their man cients.
Daemon Grop ndertook a research exercise todetermine the crrent perception o working orChander Maceod. 445 responses were received to anonine srve, compemented b 26 in depth interviewsand 2 ocs grops. Assessed in conjnction withthe target EVP, dened in a workshop with seniormanagement, the diagnostic phase concded aor point EVP, name that Chander Maceod as anempoer is: reptabe; exciting; smart; and caring.From this, and the brand’s characteristics, attribtesand personait a dened b Daemon Grop, thecreative exection ‘Stand Ot’ was deveoped.Stand Ot eatres hero empoees who standotrom the crowd b behaving in a caring, smarter,more exciting or more reptabe manner to directrefect the core vaes within the EVP. The rst twoexections in the series refect empoees actingsing their own initiative, acting independent andapproaching ie rom a smarter perspective.The brand has been anched throgh a dedicatedweb site, brand and recritment advertising, anempoee reerra scheme, candidate advocaciteratre and an indction pack.
Chander Maceod’s Stand Ot brand is beingroed ot across the bsiness in Astraia andNew Zeaand. In conjnction with Daemon Grop,Chander Maceod is active tracking the oowingcriteria to determine its overa sccess:• Base attractiveness o Chander Maceodas an empoer• Base awareness and attractivenesso the Chander Maceod EVP• The impact pon sta trnover• Time to hire and cost per hire
By deTermining The valueS of The BuSineSS andmaTChing The employmenT Brand To our CuSTomerpropoSiTion, daemon group haS helped poSiTionChandler maCleod aS an employer of exCellenCe
Nationa Genera Manager, Marketing, Chander Maceod
STand ouT from The Crowd...
CHANDlER MAClEOD ENGAGED DAEMON GROuP TO DEVElOP AN EMPlOyEE VAluE PROPOSITION(EVP) AND CREATIVE EXECuTION TO DEFINE AND PROMOTE THEIR EMPlOyMENT BRAND.