SE IGNALINA NUCLEAR POWER PLANT
The first nuclear power plant in the world is currently undergoing the immediate decommissioning of RBMK reactors, with a workforce exceeding 1,500 employees. This is the largest sustainability project, worth more than €3.3 billion.
Challenge:
Our client’s primary challenge was the misconceived notion that the plant was no longer operational after its closure. In reality, the decommissioning projects would continue for several decades. Recruiting new professionals was challenging, especially with an ageing workforce nearing retirement. Additionally, preserving and passing on the accumulated knowledge to future employees was a pressing concern.
Our input:
- Employer branding strategy: We developed an employer branding positioning strategy to address these key challenges. This strategy outlined the repositioning direction, recommended internal initiatives to engage managers and employees, and designed a strategy for public communication efforts.
- Tools for employer branding strategy implementation: We proposed a full package of marketing, communication, and internal communication initiatives, as well as suggested tools that sometimes included even creative concepts for successful strategy implementation.
Results:
- Strategy based on thorough research and labour market trends aligned with the company’s goals and realistic possibilities.
- The creation of an employer branding package that addresses every phase of the employee journey and the development of projects to foster a positive shift in the organisation’s internal culture.
Other services include:
- Employee Ambassador Programme: We introduced an Employee Ambassador Programme aimed at dispelling myths about the organisation’s functionality, showcasing career prospects, and fostering employee pride in contributing to a nationally significant project.
Results:
- Participation surge: The Employee Ambassador Programme exceeded expectations, with 167% more participants than initially planned.
- Active engagement: In the first month alone, 78% of participants were actively engaged or highly active in the program.
- Valuable content creation: Within the program’s first three months, participants created 42 original recordings, enhancing the organisation’s communication efforts.
- Visitor engagement and follower growth: The program contributed to a significant increase, generating 34% of this year’s total visitor score and attracting 25% of all new account followers.
- Significantly increase of applications for vacancies, better brand awareness, and good brand associations among candidates.
- Change of internal culture: The initiative facilitated a deeper understanding and appreciation among team members in a large group who typically do not have face-to-face interactions, allowing them to value the work of their peers more, gain a clearer insight into their job functions, and build respect internally within the company.
