Building Universal Music Group’s First-Ever Employer Brand
CHALLENGE
While Universal Music Group had one of the strongest consumer brands in entertainment, it lacked a defined employer brand, making it harder to attract top talent in a highly competitive creative industry.
While Universal Music Group had one of the strongest consumer brands in entertainment, it lacked a defined employer brand, making it harder to attract top talent in a highly competitive creative industry.
APPROACH
I led a grassroots initiative to build UMG’s first employer brand from the ground up. Using employee insights and leadership input, I developed an Employee Value Proposition centered on the platform “Create. Vibe. Lead.” which captured the company’s creative culture, entrepreneurial spirit, and unconventional approach to work. The framework established clear messaging and positioning across recruiting channels.
I led a grassroots initiative to build UMG’s first employer brand from the ground up. Using employee insights and leadership input, I developed an Employee Value Proposition centered on the platform “Create. Vibe. Lead.” which captured the company’s creative culture, entrepreneurial spirit, and unconventional approach to work. The framework established clear messaging and positioning across recruiting channels.
RESULTS
The EVP drove new messaging across job descriptions, internal communications, and a newly launched careers website. It also led to the creation of @UatUMG, which grew to 10K+ followers in its first year and helped expand the talent acquisition team’s reach and pipeline to 500K+ prospective candidates.
The EVP drove new messaging across job descriptions, internal communications, and a newly launched careers website. It also led to the creation of @UatUMG, which grew to 10K+ followers in its first year and helped expand the talent acquisition team’s reach and pipeline to 500K+ prospective candidates.
