Manpower EMEA, What makes a great employer?

Objectives

Alongside a number of blue chip organisations, Manpower participated in a consortium that investigated what it takes to be a ‘Great Employer’. Manpower turned to Ruder Finn to look at ways of reaching out to a wider audience with findings that were academic in nature, complex and very high level.

Ruder Finn devised a supporting PR programme to provide a quantitative element to the high-level qualitative desk research that the consortium had already executed, which would be relevant and could be utilised by 15 EMEA countries. No such research project that took a current and futuristic look at work trends across the whole region had been conducted before.  Ruder Finn and IPSOS MORI created, commissioned and managed an online survey of 12,000 job seekers in the EMEA region into what the future and current trends were in the world of work. 

The project was launched on three levels:

1. EMEA level – Ruder Finn launched the results of the project to the pan-European media thorough a series of embargoed briefings. Broadcast interviews and speaker placement opportunities followed
2. National and local in-country – Ruder Finn created a launch tool kit for the countries
3. Internally– Manpower launched the results and findings of the project to its staff and customers through a range of tools and communication channels

Results

• 450 individual positive media items appeared as a result of campaign activities – including front page news stories and illustrated feature articles in top-tier national newspapers, broadcast interviews for spokespeople, trade media publication of survey findings and reporting of press conferences and debates
•  At an EMEA level, Ruder Finn launched the Great Employer project and work trends survey to top-tier pan-European media, and secured briefings for a Manpower EMEA spokesperson with such outlets as
  • The Financial Times
  • Wall Street Journal Europe
  • CNBC Europe,
  • BBC World service
  • Reuters
  • Bloomberg