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Daemon Group Case Study Standout

Daemon Group Case Study Standout

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Published by DaemonGroup
Chandler Macleod engaged Daemon Group (www.daemongroup.com) to develop an employee value proposition (EVP) and creative execution to define and promote their employment brand.
Chandler Macleod engaged Daemon Group (www.daemongroup.com) to develop an employee value proposition (EVP) and creative execution to define and promote their employment brand.

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Published by: DaemonGroup on May 05, 2008
Copyright:Attribution Non-commercial

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06/16/2009

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Daemon Grop Case Std
The Challenge
Chander Maceod (ASX:CHD) is one o Astraasia’sargest and most diverse HR otsorcing andrecritment companies. The bsiness was keento proactive position its empoment brand torespond to changing demographics and the speedwith which the bsiness was expanding.In addition, as a recritment bsiness, it wasimportant to Chander Maceod that the brand drovetheir EVP and not that o their man cients.
STraTegy 
Daemon Grop ndertook a research exercise todetermine the crrent perception o working orChander Maceod. 445 responses were received to anonine srve, compemented b 26 in depth interviewsand 2 ocs grops. Assessed in conjnction withthe target EVP, dened in a workshop with seniormanagement, the diagnostic phase concded aor point EVP, name that Chander Maceod as anempoer is: reptabe; exciting; smart; and caring.From this, and the brand’s characteristics, attribtesand personait a dened b Daemon Grop, thecreative exection ‘Stand Ot’ was deveoped.Stand Ot eatres hero empoees who standotrom the crowd b behaving in a caring, smarter,more exciting or more reptabe manner to directrefect the core vaes within the EVP. The rst twoexections in the series refect empoees actingsing their own initiative, acting independent andapproaching ie rom a smarter perspective.The brand has been anched throgh a dedicatedweb site, brand and recritment advertising, anempoee reerra scheme, candidate advocaciteratre and an indction pack.
reSulTS
Chander Maceod’s Stand Ot brand is beingroed ot across the bsiness in Astraia andNew Zeaand. In conjnction with Daemon Grop,Chander Maceod is active tracking the oowingcriteria to determine its overa sccess:• Base attractiveness o Chander Maceodas an empoer• Base awareness and attractivenesso the Chander Maceod EVP• The impact pon sta trnover• Time to hire and cost per hire
www.chandlermacleod.com/standout
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
Sara Freene
 Nationa Genera Manager, Marketing, Chander Maceod
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.

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