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De uitdaging
\nDPA wilde groeien, maar in dit proces geen stappen overslaan. Daarom startten we met het aanscherpen van hun merkstrategie, waarin we een heldere roadmap voor groei uitstippelden.
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\nBij het formuleren van een merkstrategie is het in eerste instantie belangrijk om ervoor te zorgen dat alle stakeholder op één lijn liggen. Om dit voor DPA te realiseren gebruikten we de 'level up'-methode, waarin we samen heldere doelen stellen en afspraken maakten over de strategie om die doelen te behalen. Hierbij hielden we rekening met de dynamiek van de markt, waarin steeds meer focus ligt op persoonlijke ontwikkeling en flexibel werkgeverschap. We vertaalden de USP's van DPA naar de positionering 'Knowledge works', en formuleerden het achterliggende merkverhaal met duidelijke kernwaarden. De merkdoelstelling die hieruit voortkwam luidde: 'Empowerment van talenten voor een duurzame inzetbaarheid op de arbeidsmarkt'. De merkstrategie werd SMART uitgewerkt en opgesplitst in een talentfilosofie, organisatiefilosofie en cultuurfilosofie.
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\nBij het formuleren van een merkstrategie is het in eerste instantie belangrijk om ervoor te zorgen dat alle stakeholder op één lijn liggen. Om dit voor DPA te realiseren gebruikten we de 'level up'-methode, waarin we samen heldere doelen stellen en afspraken maakten over de strategie om die doelen te behalen. Hierbij hielden we rekening met de dynamiek van de markt, waarin steeds meer focus ligt op persoonlijke ontwikkeling en flexibel werkgeverschap. We vertaalden de USP's van DPA naar de positionering 'Knowledge works', en formuleerden het achterliggende merkverhaal met duidelijke kernwaarden. De merkdoelstelling die hieruit voortkwam luidde: 'Empowerment van talenten voor een duurzame inzetbaarheid op de arbeidsmarkt'. De merkstrategie werd SMART uitgewerkt en opgesplitst in een talentfilosofie, organisatiefilosofie en cultuurfilosofie.
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Merkstra-tegie for-muleren
DPA Professionals is dé specialist in detachering. Dit doen ze vanuit een eigen pool van ruim 1.200 DPA-professionals, en vanuit hun netwerk van zelfstandige specialisten.
De uitdaging
DPA wilde groeien, maar in dit proces geen stappen overslaan. Daarom startten we met het aanscherpen van hun merkstrategie, waarin we een heldere roadmap voor groei uitstippelden.
De verschillende stappen die we gezet hebben, zorgen voor draagvlak binnen de organisatie en maken duidelijk welke richting we als DPA gaan bewandelen.
De aanpak
Bij het formuleren van een merkstrategie is het in eerste instantie belangrijk om ervoor te zorgen dat alle stakeholder op één lijn liggen. Om dit voor DPA te realiseren gebruikten we de 'level up'-methode, waarin we samen heldere doelen stellen en afspraken maakten over de strategie om die doelen te behalen. Hierbij hielden we rekening met de dynamiek van de markt, waarin steeds meer focus ligt op persoonlijke ontwikkeling en flexibel werkgeverschap. We vertaalden de USP's van DPA naar de positionering 'Knowledge works', en formuleerden het achterliggende merkverhaal met duidelijke kernwaarden. De merkdoelstelling die hieruit voortkwam luidde: 'Empowerment van talenten voor een duurzame inzetbaarheid op de arbeidsmarkt'. De merkstrategie werd SMART uitgewerkt en opgesplitst in een talentfilosofie, organisatiefilosofie en cultuurfilosofie.
Ook behoefte aan een scherpe merkstrategie?
