Verint is a global provider of security & cyber intelligence data-mining software solutions that help governments, critical infrastructure providers and enterprises to neutralize and prevent terror, crime and cyber threats for a safer world.
A $1+ billion company, Verint employs 5,000 employees in tens of locations around the world, including many R&D centers.
In 2017, Verint Cyber Intelligence Business Unit selected Bucharest, Romania to open a new R&D center for cyber solutions.
The company selected Romania for several reasons:
Verint embarked in an employer-branding project for their new R&D center in Bucharest, Romania, and entrusted Xtra mile with the mission of doing it and ‘doing it right’.
One of the goals of the process was to build a positive recruitment experience. To this end, strong ties were built with local placement companies.
Talent acquisition and recruitment managers received suitable training, and an organized work process was established, in full cooperation with the Israeli group; Different waves, each with five batch domains with recruitment targets were defined.
The first wave focused on team leaders. Another objective was to generate buzz about Verint’s entry into the Romanian market.
This included doing campaigns about the brand, introducing the cyber-intelligence technology and concept, building an effective recruitment process adapted to the local culture, and then hiring new employees in a very short time frame.
A team was created with people from Verint’s R&D, Talent Acquisition and Marketing departments, and the employer branding experts at Xtra mile.
The research of the Romanian market focused on getting to know Verint and the competition, understanding the company’s recruitment needs, culture and key business persona, and its perception by employees.
Since Verint had no employees in Romania, focus groups were formed, and interviews were held with other recruiters to define the following Employer Value Propositions (EVPs):
The slogan selected was “Cyber Intelligence. Your Time Is Now”, which served two purposes: introducing the new technology to the local market, and offering the Romanian candidates the opportunity to be pioneers in the new site with end-to-end involvement in their projects.
The results could not have been more encouraging, and Xtra mile surpassed Verint’s expectations:
Xtra mile succeeded in ‘doing it right’ the first time, as Verint wanted.
This meant choosing the right messages and language, establishing a winning team, defining the strategy, a tactical plan and methodology, and ensuring close collaboration between HR and Marketing.
The process followed the very clear Xtra mile methodology for employer branding, including: