Amplifying Vodafone’s employer brand to attract the next generation of digital experts
Discover how Papirfly has allowed Vodafone to produce consistent, quality brand collateral to support its worldwide recruitment campaigns.
Papirfly empowers employer brand teams worldwide:
65+
countries served by Papirfly
28,000+
employees harnessing our employer brand software
10,000+
candidates recruited every year by brands using Papirfly
Vodafone’s challenge
One of the most prominent telecommunications providers in Europe, Africa and Asia, Vodafone employs over 104,000 employees and contractors across 25 markets – all in a landscape that has rapidly evolved from “telco” to “techno” in recent years.
This change created a major challenge for Vodafone’s global employer brand team. They needed to persistently produce fresh, engaging content that would appeal to the next wave of tech-savvy candidates, but ensure everything remained consistent and relevant across its many regions.
The struggle to deliver a modern, harmonious employer brand strategy
Overhauling its talent acquisition strategy around a more digitally-driven audience presented logistical challenges to the Vodafone team. With the company’s ongoing success hinging on its ability to attract young, talented candidates with digital skill sets, Vodafone faced a substantial challenge.
Their employer brand team agreed on the need for authentic, innovative communication to drive this strategy. However, enabling their individual teams to engage with local markets while preserving their iconic brand identity was a more complex matter.
Time and resources were already stretched. Staff published assets that deviated from brand guidelines. Collateral was created disjointedly on an ad hoc basis – output that regularly relied on external agencies and partners.
Fundamentally, there was no central system to oversee the creation, management and approval of assets in an efficient, coordinated and cost-effective way. That needed to change.
“At Vodafone, we want to make sure our employees have a good experience, that complexity is removed, and they can work in a digitised way. This is what Papirfly is doing for us – digitising our messaging and campaigns to unlock a simpler, seamless way of working.”
Jacque Field
Global Head of Resourcing & Employer Branding
A platform for sustainable, consistent recruitment
For Vodafone’s new employer brand strategy to work in practice, they would need a quality solution to power their efforts. With this in mind, the organisation began their search for a powerful tool that could:
- Reduce the complexity of creating, organising and sharing employer brand materials
- Enable streamlined, digital working, making life easier for their employees across the globe
- Become more agile when going to market with accurate, approved assets
- Empower local teams to play an active role in their recruitment campaigns, without compromising on quality
- Ensure campaigns and teams always adhere to global brand guidelines
With these aims established, Papirfly emerged as the frontrunner to overcome Vodafone’s challenges. Well-regarded for its simplicity, ease of implementation and scope, this platform promised to deliver an all-in-one home for their employer brand, and give their teams the visibility and controls to ensure a consistent brand experience anywhere in the world.
“People are more excited to do their job just because it’s way easier now to get stuff done. So many more employees can create their own assets.
They don’t even have to worry if it’s on brand or not because we’ve made sure that the templates are on brand guidelines.”
Jona Gjini,,
Global Employer Brand Lead at Vodafone
Going from ‘Telco’ to ‘Techno’ with simpler, smarter and consistent brand marketing
To produce the authentic, modern communications required to capture the imaginations of ideal candidates, Vodafone worked closely with Papirfly to set its brand management platform up for success. From a united understanding of their employer brand identity, to fast, secure asset creation, we built an all-encompassing solution, tailored to their team’s unique requirements.
One-stop digital homes for brand guidelines, assets and beyond
We began by establishing a cloud-based brand portal at the core of their new, streamlined employer brand. Containing their latest brand guidelines, exemplar assets, key documents and more, this centralised hub provides clear, immediate direction for anyone involved in creating and approving brand collateral.
Now, local offices can easily familiarise themselves with the Vodafone brand and start creating consistent, quality assets – without wasting time messaging the central marketing team or requiring direct approval.
Alongside this, we helped Vodafone build a shared repository for its entire library of employer brand assets. Intuitive to use and easily accessible across all regions, this dedicated Digital Asset Management (DAM) system allows anyone to access on-brand content, with automatic tagging and customisable user rights to help people locate the exact materials they need.
Inspiring efficient, accurate asset creation for teams worldwide
With Vodafone’s brand identity locked down, the Papirfly platform’s asset creation studio empowers teams to put it into practice. Incorporating a wide variety of design templates, carefully crafted around brand guidelines, anyone in the Vodafone team now has the power to generate high-quality, consistent content in minutes.
Vodafone’s teams no longer rely on complex design software or external agencies to craft recruitment collateral. The easy-to-use editing tools at employees’ fingertips provide the freedom to create compelling materials, adapt languages and imagery to local audiences, and optimise content for every channel with zero risk of straying from the core branding.
On top of this, real-time campaign execution and planning tools gave Vodafone’s global employer brand team a bird’s-eye view of all assets going live in their various markets. With customisable workflows, approval processes and activity layouts, keeping track of collateral and nailing down consistency was no longer an impossible task – it was a routine one.
“My favourite thing about Papirfly is that it gives our employees the ability to create their assets themselves and fully understand our branding.
But, beyond this, it also gives them the power and the confidence to contribute to our employer brand. It’s a really good tool to work with across a global company”
Jennie Carter
Creative Campaign Strategist
A modern employer brand for a historic telecoms business
With Papirfly’s cloud-enabled brand management platform embedded in all regions, Vodafone’s global employer brand team had the technology to execute its strategy to the fullest. Now, the company engages potential recruits with total confidence that they will only ever interact with high-quality, trusted brand messages that reflect their professional, tech-focused culture.
Papirfly’s versatility has also massively benefited Vodafone’s communications across countries. Its sophisticated language feature ensures users in every location understand what they’re doing, so everyone is on the same wavelength.
Globally embedded and universally enjoyed by employees, Papirfly has prompted Vodafone to take a bold leap forward in its recruitment efforts. With consistency maintained across its employer brand, time and money saved on messy approval processes, and teams freed up to refine their messaging, this partnership continues to support the evolution of this increasingly digital business.
“Moving forward, we’ll have a clearer idea of what we want to do with our digital transformation, and how we look at talent and skills will evolve over time. Working closely with Papirfly will ensure we understand how this platform can enable this journey.
It helps us uphold that consistent brand identity a top employer needs to attract quality hires.”
Jacque Field
Global Head of Resourcing & Employer Branding
