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

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

The Solution: Extensive research, including employee engagement surveys involving 2,500 participants, formed the basis for the solution. The unified employer brand centred around the core values of Forward-Thinking, Continuous Learning, and Game-Changing, under the statement: Unified for a Mission. All materials were crafted from sustainable sources and played a key role during the first week of onboarding.

What may seem like a traditional employee branding package was, in fact, just the first step in redesigning an institution that, for a decade, had fostered competition rather than unity among its companies. Employer branding and the employee experience had to be present at every touchpoint of the employee journey. This extended from corporate narratives and documentaries to a unified onboarding process for the entire group, regardless of the specific company within the conglomerate.

The Reception: The initiative resulted in improved Net Promoter Scores (NPS) in the Employee Engagement Survey. Additionally, Galaxy Group of Companies was recognized as one of the top employers in Armenia, according to public opinion surveys.