Evaluating The Employer Brand On The B2B Market Segment
IP Devel is a specialized firm in delivering IT outsourcing solutions in the integrated systems industry. In the summer of 2006, IP Devel was acquired by Adecco. After the acquisition, Adecco had to decide whether its own brand was powerful enough to attract the necessary work force in the IT field or if they should keep the company’s initial name, IP Devel. The first step of the project was to run a thorough analysis to estimate the value of IP Devel employer brand versus that of Adecco for potential employees in the IT field.
Within a week, a market study was conducted to determinethe best employer name and to identify the new brand. In addition, NNC Services elaborated a brand transfer manual, which became a standard manual in the cases of companies’ takeovers.