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Van statische employment naar flexibele employability
Hoe groei je als detacheerder in een markt die razendsnel verandert van statische employment naar flexibele employability? DPA Professionals stelde ons die vraag en vroeg om een scherpe merkstrategie die niet alleen inspireert, maar ook richting geeft.
De uitdaging
Geen halfzachte strategie of vage plannen, maar een concrete roadmap voor groei. DPA wilde geen oppervlakkige slogans, maar een merkstrategie die werkt, inspireert én richting geeft. Met een duidelijk verhaal, dat zowel klanten als medewerkers aanspreekt.
De verschillende stappen die we gezet hebben, zorgen voor draagvlak binnen de organisatie en maken duidelijk welke richting we als DPA gaan bewandelen.
Het resultaat
Alle stakeholders waren unaniem over het resultaat. De positionering 'knowledge works', geeft DPA een duidelijke en krachtige merkpositionering en een solide fundament voor duurzame groei.
Een helder groeiplan
Aansluitend bij de ambities van DPA.
Een krachtige merkboodschap
Een sterke positionering met de merkboodschap 'knowledge works'.
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?
