Join Maud and Cees as they walk along the beaches near the Abin office in Noordwijk and discuss their journey and the process behind the rebranding of Abin Accountants.
Three offices, a team of ten executives and challenges with hiring new people. We teamed up with Abin’s management team and employees to innovate and develop their brand identity. In our Walk & Talk’s we discuss briefly how we worked together and what it achieved, since we began this adventure a year ago.
Fifteen years ago, we were a much smaller organization. Back then, we created a name and logo to feature on our letterhead. But as we grew, we had to face new challenges in both the commercial and labor markets. That’s when we started thinking about the story we wanted to tell as Abin Accountants and who we truly are – and that’s how we realized we needed branding.
In this process, we not only had workshops with management, but also with other employees. You aimed for a broad representation from all different offices and collected information from everyone.
We are certainly a fan of HLO. In that respect, your mission has also succeeded with us. And what particularly triggered us was your refreshing approach right at the beginning of the process.
So close to a full five, wow! We can’t wait to make even more fans!
Ready to get started? Book a call with Maud and let’s begin the journey!
contact maudsend us an email
Sluit je aan bij Maud en Cees terwijl ze langs de stranden in de buurt van het Abin-kantoor in Noordwijk wandelen en hun reis en het proces achter de nieuwe rebranding van Abin Accountants bespreken.
Drie kantoren, een team van tien leidinggevenden en uitdagingen bij het aannemen van nieuw personeel. We hebben de handen ineengeslagen met het managementteam en de medewerkers van Abin om hun merkidentiteit te innoveren en te ontwikkelen. In onze Walk & Talk's bespreken we kort hoe we hebben samengewerkt en wat we sinds het begin van dit avontuur een jaar geleden hebben bereikt.
Vijftien jaar geleden waren we een veel kleinere organisatie. Toen creëerden we een naam en een logo om op ons briefpapier te plaatsen. Maar naarmate we groeiden, kregen we te maken met nieuwe uitdagingen, zowel op de commerciële als de arbeidsmarkt. Dat was het moment waarop we begonnen na te denken over het verhaal dat we als Abin Accountants wilden vertellen en wie we werkelijk zijn – en zo kwamen we erachter dat we behoefte hadden aan branding.
In dit proces hebben we niet alleen workshops met het management gehouden, maar ook met andere medewerkers. Er is gestreefd naar brede vertegenwoordiging van alle verschillende kantoren, en er is informatie van iedereen verzameld om een sterke basis te leggen.
We zijn zeker fans van HLO. In dat opzicht is jullie missie ook bij ons geslaagd. Wat ons vooral heeft aangesproken, was jullie verfrissende aanpak aan het begin van het proces.
Zo dicht bij een volledige vijf, wauw! We kunnen niet wachten om nog meer fans te maken!
Klaar om aan de slag te gaan? Boek een afspraak met Maud en laten we de reis beginnen!
neem contact op met maudstuur ons een e-mail
From Marketing Tribune
Employer branding is not just an HR topic; it forms the foundation of your corporate identity and translates core values and brand story into reality. “Your employer brand reflects who you are as a company, and that needs to be felt by every employee,” explains Maud van Vught, CEO and Creative Director at HLO Branding Agency.
For HLO, this means that employer branding is much more than sticking values on a wall.
At HLO, a strong employer brand therefore starts with collecting and sharing stories within the organization. Brand Strategy Director, CEO Isabella van Reeuwijk adds:
According to her, this only happens when values and culture are clearly and consistently communicated both internally and externally. Isabella: “The basis lies in how you interact with each other internally. That is the core of your employer brand. We show this by making employee stories central to the brand story, making them feel connected to the mission.”
For broad support, HLO retrieves stories from within the organization through employer brand value workshops. “It's wonderful to see that employees can often already name essential values themselves that have drawn them to the company,” says HLO. These values are an integral part of the branding process and are an essential link for support and uniformity. This is an important part of 360° brand building.
HLO sees that companies use core values as separate concepts. “It's often very abstract. But how powerful is it when those values are actually woven into daily practice?” explains Maud. She mentions an example of a client that initially communicated its social commitment only from management. When they changed this and allowed employees to choose local goals, it became a shared mission that really started to live in the organization.
The consistency of a strong employer brand should be felt throughout the entire organization, from job postings to daily work experiences.
“When employees understand what you stand for, they can act as ambassadors.” The importance of employer branding becomes especially apparent during times of change, such as mergers or succession in family businesses. “In those moments, you want your vision and values to resonate throughout the organization. Your people are your most important brand ambassadors. Values shouldn't be rigid; they should allow for growth and improvement.”
Employer branding is more than an HR task; it’s an extension of the company’s identity that comes together internally and externally.
Do you want to know even more about employer branding? Read our other insight.
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