Danucem Hungary is a construction company that is part of the global CRH Group, with its regional headquarters located in Slovakia. Our task was to increase brand awareness and differentiate the brand from competitors in order to support the recruitment of both white- and blue-collar workers. Additionally, we were responsible for developing the Hungarian employer value proposition (EVP) based on CRH’s global EVP, with the aim of attracting suitable new employees and retaining the existing workforce.
To understand the complex and multi-faceted situation, we recommended a thorough internal research process involving all employee segments (physical and intellectual workers; junior staff, middle and senior managers) across all subsidiaries. Through focus groups and in-depth interviews, we explored employee perceptions and their root causes.
Our goal was to use the research results to provide realistic and practical recommendations. Danucem’s HR, communications staff, and senior leaders were also involved in a workshop as part of this process.
The research revealed that parts of the CRH global EVP were either not relevant or could not be credibly applied to the Hungarian organization. As a result, we developed a proposal package that:
