Kenan Advantage Group, Inc.

Employer Branding
Challenge:
To align the unique cultures of eight separately acquired subsidiaries
employing more than 5,000 employees with a common vision, values and
understanding of what it means to work for Kenan Advantage Group (KAG).
The alignment of employees to a common internal brand aids in recruitment
and retention of high-performing employees over the long-term, resulting in
a superior customer experience and a significant, positive impact on KAG's
bottom line.
Solution:
VersantWorks' process was used to develop a comprehensive Employer
Brand program that clearly communicates the employment experience
offered at KAG. The consistent, well-developed, internal communication
program positively impacted workplace culture through the increased alignment of employees with KAG's mission and values. The process's four phases were customized to meet the needs of KAG:
Discovery
VersantWorks assessed the current organizational culture using a
company-wide cultural elements survey, in-person interviews and focus
groups at transportation terminals and office locations throughout the
United States.
Road Map
A relevant Employer Brand identity, brand promise and brand voice were
developed to clearly define the workplace experience that KAG provides
to its employees and to ensure consistent communication over time. A
strategic and tactical communication plan resulted from the analysis of all
employee programs and procedures and the research gathered during the
Discovery phase. It provided overarching strategies and detailed tactics
designed to align all KAG employee contact points with the Employer Brand
promise and voice.
Activate
The implementation of communication, human resources and leadership
learning strategies and tactics, developed in the Road Map. These
tactics were designed to clearly articulate the Employer Brand and to
communicate the important role of a strong Employer Brand in future
success to employees and leadership at all levels of the organization.
Measure
Ongoing measurement of client driven metrics helped benchmark the
program's impact and its contribution to organizational goals.

Kenan Advantage Group, Inc.

Employer Branding
Result:
VersantWorks' process was implemented at KAG the summer of 2004.
The initial impact of the Employer Brand initiative has been positive, with
leadership feedback and employee support as measured in follow-up focus
groups indicating a strong buy-in for the Employer Brand initiative.
Specifically, the Discovery phase revealed immediate opportunities to
enhance the overall organizational culture and provided information key to
the development of a relevant and reflective Employer Brand promise and
voice. Initial outcomes of the Road Map and Activate phases of the Employer
Brand program included:

improved communication across subsidiaries through the

introduction of a company-wide newsletter and a breaking

news communications tool,
Employer Brand messaging in a video format,
visual reinforcement of KAG's Employer Brand promise,
development of a new creative campaign for recruitment
marketing efforts,
internal operational changes resulting in greater employee
satisfaction, and
a better understanding of KAG's future goals and the important
role each employee will play in achieving those goals.

In 2004, the Employment Management Association awarded The Kenan

Advantage Group and VersantWorks with its Best in Category award for
KAG's Employee Retention Program and an Award of Merit for KAG's
Employee Communications Video.

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