An internationally recognized IT company and member of the Conscia group faced the challenge of attracting new talent, primarily due to an inconsistent market perception and low awareness of the diverse range of advanced technologies and services they provide.
PARTNER
NIL Ltd.
INDUSTRY
Information technology
SERVICES (open)
Strategic workshop, employer branding strategy, employee interview concept, content production for digital channels and promotion, career landing page concept and visual design, video production, content marketing, social media, podcast consulting
72.000+
visits to the career webpage
3.100+
content views from potential job seekers
20+
new hires per year
55,3 → 74
eNPS increase
xx
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Strategy
Strategic Workshop
During the strategic workshop , we thoroughly analyzed the company's operations, reviewed existing activities, positioning, and communication, and identified their strengths and areas for improvement .
We also held discussions with HR representatives and employees, which helped us define the employer brand archetype and highlight the key benefits of working at NIL.
Strategic Analysis
We discovered that NIL has a well-established employee program with numerous benefits and activities. However, the company lacks a clear employer identity,which is reflected in ineffective external communication.
Strategic Framework
In preparing the strategy, we approached the challenge from both an internal and external perspective. We asked the NIL team key questions to define their employer identity, then developed the employer brand archetype, which became the foundation for unique positioning, storytelling, and the tone of communication. We also analyzed the mindset of target groups (IT professionals and students) to understand their needs and expectations when choosing an employer.
These steps were essential for developing communication messages and marketing strategies to enhance NIL's employer image. We created guidelines on how to present NIL as an attractive choice for IT professionals and students through content, HR videos, and visual elements.
The results validated the success of the employer branding strategy, with NIL successfully filling its staffing plan and hiring approximately 20 new employees each year.
"In-depth knowledge of the field, honest advice, and a tailored innovative approach were the key factors that convinced us that POINT OUT is our perfect partner in developing digital strategies. We have an excellent relationship with the team; they understood our core values and reflected them in the messaging of our joint campaigns. We are grateful for their effort, which is reflected in the success of our company, and we look forward to future projects together.”
Andreja Proj
Marketing Project Manager, NIL
Creativity
Positioning
Our research revealed that while NIL is seen as a technology-focused company, it often comes across as distant, which contrasts with its closely-knit team. NIL represents the largest network of experts, invests in talent, nurtures strong internal connections, and co-creates innovative solutions with leading technology partners. Since employee satisfaction is the strongest indicator of an excellent employer, we centered the employer branding strategy around a people-first approach, with the main slogan: "Do you have what IT takes?"
Communication
We positioned NIL as an employer that values the uniqueness and stories of each team member. A company that connects not only technology – such as cables in data centers and data within advanced networks – but also people: students and mentors, local experts and international opportunities, knowledge and technology, children and parents.
NIL’s employer status has significantly improved, with the company successfully attracting high-quality talent and becoming an increasingly desirable place to work. Since the implementation of the strategy, they’ve seen an increase in employee referrals and a reduced time to hire. Employee engagement has also grown year after year, with eNPS (Employee Net Promoter Score) rising from 55.3 in 2021 to 74 in 2024. Additionally, employee turnover has significantly decreased, dropping from 8% to 3% over the past four years.
Growth
Activity Planning
Based on strategic guidelines and the communication concept, we developed both short-term and long-term marketing tactics to help NIL effectively implement communication strategies and enhance its visibility and reputation as an employer.
Career Landing Page Design
We supported the landing page concept with concrete content examples, including slogans, blog titles, and content sections, and incorporated them into the design and content structure of NIL's career landing page. This also serves as a guide for NIL's future initiatives.
Video Production
In collaboration with the production team, we also created their HR video and presentation videos for NIL's key technology areas, aimed at attracting potential talent.
Growth
Employee Interviews
We developed the concept for employee interviews featuring NIL experts, aligning with the company’s unique position and vision. These interviews can be utilized as content for social media promotion.
Podcast and Social Media Guidelines
We provided consulting support for creating NIL's podcast, offering a detailed guideline document for its use across social media, email campaigns, and on the career landing page.
Internal/External HR Communication Guidelines
We created guidelines to unify internal and external employer branding communication, as NIL aimed to standardize messaging at all levels. We also developed an internal document: guidelines for department managers' internal communication, designed to foster a shift in mindset and increase employee involvement in company activities. Additionally, we reviewed their monthly newsletter and provided recommendations for enhancing it in line with the new employer branding strategy.
Over 72,000 visitors explored the career landing pages, which featured HR videos and introductory videos highlighting NIL's key technology areas. These video materials were viewed by more than 3,100 potential job seekers.
