Expedia Group Blue Logo 

Globally leading travel tech
player with over 29 brands
within the group

The problem

Expedia Group, a travel tech company, works with cutting edge tech in the depth and breadth of the products and services they offer. The company has a strong culture of care for its employees and befittingly supports that with incredible benefits for its talent as well. But because of no efforts deployed in speaking about this internally and externally, the company was struggling to attract tech talent. Increasingly known as just a travel company,needed to reposition itself as a tech player that enables travel in Asian and western talent segment. In short, the Expedia needed help with internal employee communication, talent attraction, identifying Employer Value Proposition and creation of an Employer Brand that effectively communicated its EVP.

The background

Expedia Group, a travel tech company, works with cutting edge tech in the depth and breadth of the products and services they offer. The company has a strong culture of care for its employees and befittingly supports that with incredible benefits as well. But because of no efforts deployed in speaking about this internally and externally, the company was struggling to attract tech talent. Increasingly known as just a travel company, needed to reposition itself as a tech player that enables travel in Asian and western talent segment.

 
 

Solution:
We took a four-step approach

 
Expedia Group Logo

1 Articulate

We as a brand consultant built an employer communication strategy having multiple touch points in all target markets aimed at talent attraction and talent aqcuisition. Distinct EVP were built for a messaging that was intersecting with corporate, technology, culture, experiential tenants but while keeping it distinct for each country and brands under the group. This was further localized to suit the local talent with clear ratification of our claims.

Expedia Group Logo
 
 

2 Create

Once the Employer Value Proposition and the main narrative were established, the next and most critical step was to create an employer brand that does justice to the EVP pillars. We researched to ascertain:

  1. a) What channels work best for tech talent in different markets?
  2. b) Tech talent ecosystem with local nuances. (Who they are?
    What kind of opportunities they get attracted to? What is their persona?
  3. c) What are the local/market competitors in the industry?

Basis the research, we crafted content that was simple yet resonated with the EVP and with a flair of business to talent. We explored different digital recruitment marketing strategies and created assets like videos, graphics, blogs to drive thought leadership, gamification for active and immersive experience, interactive content to build a dialogue, PR and media stories for influencer pull.

Expedia Group infographic
 
 
Expedia Group infographic

3 Amplify

We as a digital first agency believe that content is considered good when it reaches the right eyes and even better when that happens through organic digital channels. Both ‘always on’ and ‘on-demand’ content was amplified through various digital marketing channels consisting of small/large, offline/digital platforms including industry and self-generated event mechanism.

Expedia Group infographic
 
 

4 Disseminate

Since Expedia Group was in its foundational stage of employer branding, there were 2 programs that we built and deployed

  1. a) Social Ambassadors or Employee Advocates: Enabling and providing real-life authentic employee stories to drive home the message that we were there to tell. This also played its part in improving employee morale and as an effective tool for employee engagement and employee retention
  2. b) Talent Acquisition teams along with our brand consultant’s help, spearheaded and built the Employer Brand Toolkit along with various workshops for them to pitch in the appropriate way with talent segment and how to have a personal brand on social. This was done purely for the reason that that TA is typically the 1st touch point for talent and the experience they provide can be a make or a break.
Expedia Group infographic

The problem

a) EVP playbook (60% dynamic, 40% static) for each region

b) Creative campaign which was catchy with local flavor to bind the narrative

c) Content across medium

d) PR strategy and deployment

e) Events strategy and deployment

f) Program delivery for TA and social ambassadors

g) Channel building for each geo

h) Stakeholder alignment and impact metrics progress

Impact

  • Media Impressions increased from tech segment to 5,00,000 from 1,00,000 (5X)
  • LinkedIn and other channel content metrics improvement by 45%
  • Better talent attraction: Applications of tech talent increased by 30%
  • Candidate experience score elevated by 19%
  • Event participation of relevant talent resulting into leads increased by 55%