How Cogito Employer Brand Research helped The Telegraph Win Awards for its Employer Branding

The Telegraph is an award-winning, multimedia news brand that has been synonymous with quality, authority and credibility for more than 160 years. The Telegraph Media Group (TMG) wanted to obtain an insight into the expectations of the candidate market. Through telephone and desk-based research, 200 individuals were contacted in January and February 2019, all of whom match the job titles provided by TMG within the five job families: Digital, Tech, Editorial, Support and Commercial. All data gathered was from questions agreed with TMG at the outset of this project.

Results

Our key findings from the project were:

• Most respondents would work for TMG and positively perceived the brand.
• Good company culture, training and progression and exciting projects were considered important to employees.
• Career progression, flexible working and rewarding salary/benefits were desirable factors when considering new roles.

All research findings and recommendations were presented to key stakeholders in the project. After the discovery phase, TMG understood the creative tools required to bring their employer identity to life. From here Employer Brand Marketing specialists That Little Agency were able to develop a toolkit of pre-written employer marketing messages for TMG to call upon when needed.

Bespoke training was also created and delivered to ensure in-house recruitment teams and hiring managers became brand advocates based on the research and insights.

TMG has since won awards for their Employer Branding.