How Minsait became the top choice for tech talent by reinventing their employer brand and increasing awareness
SUCCESS STORY
Digital transformation consultancy and IT company Minsait faced challenges in differentiating themselves from their parent company's legacy brand and attracting top IT talent. Partnering with LinkedIn, Minsait launched a new brand image, "More Digital, More Human," to humanise their brand and showcase employee stories. Implementing LinkedIn as the primary channel for communicating new brand messaging, both externally and internally, the company improved employee retention, attracted key talent, and reduced attrition. As a result, the company positioned themselves as a leader in employee retention and an employer of choice in the IT industry—demonstrating the power of a strong employer brand and effective communication.
THE CHALLENGE
Humanising the brand, reaching key talent, and increasing retention and employees’ sense of belonging
Facing a significant challenge in differentiating itself from their parent company's legacy brand, Minsait struggled to attract and hire from key IT talent pools. As such, the company was hindered in their ability to establish themselves as a top player in the industry. Additionally, Minsait encountered difficulties in effectively communicating its own story internally, leading to employees lacking a sense of belonging.
To overcome these obstacles, Minsait needed to define a new employee value proposition and create a unique employer brand. With a strategic approach to showcase Minsait's expertise in digital transformation, they simultaneously needed to build a cohesive and engaging narrative for its workforce.
The challenge was to strike a balance between external talent attraction and internal employee engagement with the goal of positioning Minsait as an employer of choice in the IT industry.
THE SOLUTION
Creating and showcasing a new brand image
Minsait recognised the potential of LinkedIn as a key channel to communicate their new brand messaging. By leveraging the Career Page and Life tab features, Minsait was able to enhance their employer branding strategy and implement a new employer brand, starting in Spain and expanding globally.
The Career Page and Life tab played a role in helping Minsait improve employee retention by providing a platform to showcase the company's values and culture. This allowed employees to better connect with the brand and explore internal growth opportunities. LinkedIn served as a valuable tool in promoting the brand both externally and internally, contributing to employee engagement and creating a sense of pride in the company.
With their brand and communication reinvented, Minsait was able to reduce attrition rates and establish themselves as a leader in employee retention. The company's brand perception saw improvements, attracting top talent and resulting in 4,500–5,000 hires in Spain in 2023. Internal focus group studies indicated that Minsait's collaboration with LinkedIn contributed to addressing their previous challenges in hiring and talent attraction.
THE RESULTS
High levels of engagement
• +53% conversion rate
• +136% CTR growth
• +70% new followers
• 4,500–5,000 hires in 2023 in Spain
"Since the launch of our employer brand in March 2023, we have successfully hired more than 12,000 professionals globally at Minsait and reduced unwanted turnover ratios by more than 5%, which is something we are very proud of."
SofĂa Collado Echaure
CHRO at Indra Group
SofĂa Collado Echaure
CHRO at Indra Group
ABOUT MINSAIT
Minsait is one of the world's leading consultancies in technological services for businesses and the public sector. Headquartered in Spain and present in more than 100 countries, the company combines experience in AI, data, cloud and cybersecurity to generate a positive impact on society.
INDUSTRY:
IT Services and Consulting
INDUSTRY:
IT Services and Consulting
No. OF EMPLOYEES:
44,000+ employees
HEADQUARTERS:
Alcobendas, Madrid, Spain