Alpitour World
Building a Shared Value Identity through Employer Branding
A positioning and communication project involving all companies of the Alpitour World Group – Alpitour, VoiHotels and Neos – with the goal of strengthening the relationship between the brand and its people.
Through a journey of listening and co-design, we defined the Employee Value Proposition “Il tuo viaggio. La nostra meta” (Your journey. Our destination), to authentically express the Group’s identity and enhance its appeal to current and future talent.
Through a journey of listening and co-design, we defined the Employee Value Proposition “Il tuo viaggio. La nostra meta” (Your journey. Our destination), to authentically express the Group’s identity and enhance its appeal to current and future talent.
Alpitour World:
Telling the story through people to boost awareness and attraction
In an era where organizational choices are under growing scrutiny, rethinking Employer Branding becomes essential to define the brand’s core values in relation to current and prospective employees. That’s why many companies are now placing greater emphasis not only on external brand positioning but also on their identity as an employer.
This is the journey we embarked on with Alpitour World, aiming to build a shared narrative across all companies in the Group (Alpitour, VoiHotels, and Neos), which are diverse in both professional profiles and corporate cultures.
Employee Value proposition:
The Group’s promise to employees and candidates
Our journey began with both an internal and external analysis of the Group’s context and employer identity. Through a series of collaborative workshops, we co-created a journey and destination tailored to each employee. Emerging insights from listening and co-design phases led us to define Alpitour Group’s Employee Value Proposition:
“Your journey. Our destination.”
This is a promise that speaks directly to the individual, assuring them that the company’s goal aligns with the path they choose to follow.
Communication Strategy:
Giving voice to values
To reach talent with the Group’s new brand messages, we enhanced existing communication channels (LinkedIn and the recruiting website), while extending the message to strategic paid touchpoints to engage the most sought-after professional profiles.
In parallel, we developed an internal communication strategy to roll out the new EVP across all employees and supported the definition of updated recruiting messages.
Multichannel Employer Branding Campaign:
Travelers by nature
We translated the brand positioning into a multi-subject digital advertising campaign designed to attract talent and promote the Group as an employer of choice.
The creative concept “Travelers by nature. At Alpitour World for passion.” uses evocative imagery to link the adventurous spirit of Alpitour employees with their passion for what they do.
