EMPLOYER BRANDING - THE NAVIGATOR COMPANY
Since 2017, Brand Practice has supported The Navigator Company as an employer brand in the exciting Recruitment and Professional Development program of this world leader in the paper market. This program is the gateway to a career full of opportunities in a global company that bases its business on sustainability, innovation, and an orientation towards the future.
BRAND STRATEGY | BRAND ARCHITECTURE | BRAND IDENTITY
In the first phase, in 2017, Brand Practice worked on the brand architecture, collaborating with The Navigator Company in defining the brand and its variants for each area of the program, establishing how they relate to each other and to The Navigator Company brand.
In 2018, the focus on the employer brand was strengthened, with the exhibition stand developed by Brand Practice being present at ten Career Forums at Portugal’s leading universities, covering areas such as economics, management, and engineering, at a crucial moment for young talents who are in the process of deciding on their professional future.
The communication concept came from the idea of traveling into a future that begins today, a future materialized in paper wings that translate ideas of lightness, speed, ascension, precision, and innovation. For coherence and consistency reasons, this concept was an evolution of the 2017 concept. We developed a set of printed and digital communication materials.
In 2018 the concept materialized in a sober exhibition stand with photos produced by photographer Yves Callewaert under the coordination of Brand Practice. 3D models of bird and butterfly wings were built, later materialized in paper for application in the exhibition stand and to be used by two promoters at the Career Forums. The wings in the booth were also used in brand activation initiatives on Instagram, through students photo contests.
In addition, Brand Practice developed a tablet application to collect data from participants in an interactive and rapid way, enabling The Navigator Company to build a large database of potential candidates for further contact.
In addition to the promoters, the events were attended by former trainees of The Navigator Company from the universities where the Career Forums were held. These Navigator Company employees, with the most various kinds of experience in different areas, provided information to the students and encouraged them to apply.
The exhibition stand designed by Brand Practice was elected the most creative at the IBS Career Forum 2018, at ISCTE.
“With the project developed by Brand Practice we had a very substantial increase in the number of applicants to our trainee programs and projected The Navigator Company’s reputation among this target that is the future of the country. In addition to the practical execution, Brand Practice helps us plan the best strategy in terms of brand management.”
Rui Pedro Batista
Head of Brand and Communication | The Navigator Company
EMPLOYER BRANDING 2017
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