Project Title: Galaxy Group of Companies: Establishing a Unified Employer Brand
Date: April 2023
Capability: Employer Branding
Brand Archetype: Creator

Galaxy Group of Companies stands out for its distinctive corporate culture and internal communication practices. It operates as a community of thought leaders, ensuring consistency in employee recruitment across all its entities through unified branding and communication strategies.

In 2023, Axel Mondrian embarked on a significant experimental project: the conceptualization of a unified “onboarding” process for “Galaxy.” In this endeavor, every word and unit carried crucial significance for enhancing the employer’s brand.

Interestingly, surveys have consistently ranked the Galaxy Group of Companies among the top employers in Armenia, with exceptional NPS results from EES results – which is also part of our project. Notably, our communication brief emphasized simplicity and alignment with the goals of sustainable development, with printing and packaging supplier of WeDO – our strategic partner.

Overview:
Founded in 1999, Galaxy Group of Companies stands as a prominent conglomerate in Armenia, overseeing 15 diverse enterprises across various sectors, all unified under a single pool of talent.

The Challenge:
Creating a unified employer brand for the entire group while ensuring it enhances the individual identities of each company within it posed a significant challenge. The solution required developing a comprehensive visual and verbal communication framework that could accommodate the unique attributes of each of the 15 brands.

The Solution:
Extensive research, including employee engagement surveys involving 2,500 employees, formed the foundation of the solution. A unified employer brand was meticulously crafted, accompanied by a long-term strategy that mapped out the employee journey, highlighting all interactions and
touchpoints.

A tangible solution came in the form of unified onboarding packages featuring carefully curated items, packaged sustainably.

The Reception:
The intervention yielded higher NPS scores in the Employee Engagement Survey. Galaxy Group of Companies was recognized as one of the top employers in Armenia, according to public opinion surveys.

Please explore the full case study with multimedia and credits on our Professional Behance HERE.