keenprofile

BSA (PTT Group) – Employer Branding Design

Strong employer branding is significant for the organization’s strategy. Employer branding is not only for support recruiting part but it is about organizational culture.

BSA (PTT Group) – Employer Branding Design

Strong employer branding is significant for the organization’s strategy. Employer branding is not only for support recruiting part but it is about organizational culture.

trong employer branding is significant for the organization’s strategy. Employer branding is not only for support recruiting part but it is about organizational culture.

Strong employer branding is significant for the organization’s strategy. Employer branding is not only for support recruiting part but it is about organizational culture.

On February 2020, KEEN Profile had an opportunity to conduct employer branding for recruitment process development for BSA (Business Services Alliance Co., Ltd.). BSA is one of PTT’s affiliates, which provides outsourcing for PTT groups all over Thailand. The main objective of this project is to enhance employer branding for the recruitment process as well as to understand the overall current organizational culture inside BSA.

We started our project by collecting employee feedback about current BSA’s situation and BSA’s employees’ point of view toward the recruitment process of BSA. The customized questionnaire was provided in this stage. Other than that, we also applied our KEEN Organizational Finder to diagnosis the current organizational culture. The data collection was conducted to almost 500 selected employees, who are a talented group of BSA.

Through this study, we obtain the result of overall current organizational culture together with the expected culture from the talented group. With this result, we designed a new employee branding strategy and guideline for BSA, which will benefit the recruitment process as well as team development in the future.

To make this project more concrete, BSA team is now working on the communication process as well as the development of ‘Moment of Truth’ touchpoint. This touchpoint is important as the strongest brand need to come from the reflection of organizational culture. The most significant person who can make this touchpoint more strong and powerful is everyone in organization who can be the brand ambassador. According to this, other than developing communication process, upskill and reskill recruitment team also another step that we are working on.

keenprofile