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Consulting Employer Branding HR International Expansion Specialist Outsourcing

Building an Employer Brand
for Cross‑Border Expansion

The case study demonstrates PRODENSA’s expertise in developing and executing employer branding strategies that support cross-border expansion efforts. By leveraging our deep understanding of the local labor market and crafting a targeted branding approach, we helped the client attract top talent and establish a strong employer presence in a new location.

Table of contents

Overview

The CLIENT, a leading U.S.‑based company in the Technology Glass & Ceramic Materials industry, was planning to expand their operations into Mexico. To ensure the success of this expansion, the CLIENT needed to establish a strong employer brand in the new location to attract top talent, particularly engineers and technicians, for key positions. PRODENSA was engaged to develop and implement an employer branding strategy that would position the CLIENT as an employer of choice in a highly competitive job market.

Project Stages

Situation Analysis

PRODENSA began by conducting an in‑depth analysis of the local labor market and the CLIENT’s current brand perception in the new region. This phase involved understanding the key factors that influence job seekers’ decisions and identifying the unique challenges the CLIENT faced in attracting top talent.

Creation of Brand Voice & Image

Based on the findings from the analysis, PRODENSA developed a tailored employer brand voice and image for the CLIENT. This included crafting messaging that resonated with the target audience and designing visual elements that reflected the CLIENT’s values and culture. The brand was positioned to appeal specifically to engineers and technicians, highlighting the opportunities for growth and innovation within the company.

Recruitment Campaign Launch

PRODENSA launched a comprehensive recruitment campaign to promote the CLIENT’s employer brand. The campaign included a series of recruitment fairs targeting key talent, outreach to over 1,000 engineers through newsletters, and advertising on social media platforms like LinkedIn and Facebook. The campaign also included the launch of a dedicated Facebook page and the placement of billboards in strategic locations to increase visibility.

Monitoring & Adjustment

Throughout the campaign, PRODENSA monitored the effectiveness of the branding efforts and made adjustments as needed to optimize results. This phase involved tracking engagement metrics, gathering feedback, and refining the approach to ensure máximum impact.

Challenges & Solutions

  • Highly Competitive Job Market: The CLIENT faced significant competition from other employers in the region, making it difficult to attract top talent.
  • Solution: PRODENSA’s deep knowledge of the local labor market and candidate preferences allowed us to craft a targeted employer branding strategy that differentiated the CLIENT from competitors. The use of diverse media channels and direct engagement with potential candidates through job fairs and social media helped to build the CLIENT’s brand presence effectively.

Project Outcome

The employer branding campaign resulted in the successful collection of over 1,000 CVs from engineers interested in joining the CLIENT’s organization. The campaign also generated increased interest in the brand from students at the region’s leading technological universities, creating a pipeline of future talent. The CLIENT’s employer brand was significantly strengthened in the target region, positioning them as a desirable employer in a competitive market.