VCW for Mercer Career Portugal: Reinforcing Top-of-Mind Positioning
Strategies to reinforce Mercer Career Portugal's positioning as a top-of-mind HR consultancy for organizations.
How can we reinforce Mercer Career Portugal's positioning on top of organizations’ minds?
This project addresses the challenge of reinforcing Mercer Career Portugal's positioning in the minds of organizations, utilizing the Value Creation Wheel (VCW) framework.
Overview:
Mercer Career Portugal aimed to enhance its brand awareness and solidify its position as a strategic partner for organizations. The team used the VCW framework to develop strategies to achieve this goal, focusing on client engagement, relationship building, and data-driven assessment.
Application and Process:
The process began with a diagnostic phase, analyzing the HR consultancy market in Portugal and the challenges faced by Mercer Career. The core challenge was defined: reinforcing top-of-mind positioning. The team then generated ideas and filters through brainstorming, stakeholder interviews, and surveys. The POCR method was used to refine these ideas and filters. Through VCF, the team narrowed down potential solutions, focusing on three key initiatives: visionary breakfasts and table talks, regular client check-ins, and developing metric KPIs and surveys for solution impact.
Key Takeaways:
Client Engagement: Hosting visionary breakfasts and table talks provides a platform for client engagement, knowledge sharing, and relationship building.
Relationship Building: Conducting regular client check-ins fosters stronger relationships, facilitates feedback, and ensures client satisfaction.
Data-Driven Assessment: Developing metric KPIs and surveys enables data-driven assessment of solutions, demonstrating value and facilitating continuous improvement.
Value Creation Funnel: The VCW funnel effectively narrowed down a large number of ideas to the most feasible and impactful solutions.
Stakeholder Involvement: Continuous engagement with Mercer Career's key decision-makers ensured alignment and facilitated buy-in for the proposed solutions.
Conclusion:
The VCW framework effectively guided Mercer Career Portugal in developing strategies to reinforce its top-of-mind positioning, demonstrating the methodology's effectiveness in helping companies enhance brand awareness and strengthen client relationships.