{"id":2023,"date":"2019-07-25T13:04:06","date_gmt":"2019-07-25T13:04:06","guid":{"rendered":"https:\/\/xtramile.solutionsindev.com\/?post_type=case_studies&p=2023"},"modified":"2020-06-18T06:58:34","modified_gmt":"2020-06-18T06:58:34","slug":"xtra-mile-helps-matrix-global-develop-employer-branding-in-eastern-europe","status":"publish","type":"case_studies","link":"https:\/\/xtra-mile.co\/ru\/case_studies\/xtra-mile-helps-matrix-global-develop-employer-branding-in-eastern-europe\/","title":{"rendered":"Matrix global’s brand character"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

ABOUT MATRIX GLOBAL<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Matrix Global is the offshore\/nearshore professional services division of Matrix IT
(one of Israel\u2019s leading IT companies).\u00a0<\/span><\/p>

With more than 1,400 professionals in two continents, Matrix Global offers holistic solutions and outsourcing services for high-tech companies, IT organizations, and startups in a variety of fields, including software engineering, QA & testing, professional services, technical support, art studio, test automation & performance, and more.\u00a0<\/span><\/p>

Matrix Global\u2019s main offices in Eastern Europe are located in Sofia\u00a0<\/span>(Bulgaria) and Skopje (Macedonia).
Both locations are managed by a dedicated Israeli and local team.\u00a0<\/span><\/p>

The company provides its many customers a stable partnership, smart-shoring, and services that are custom-tailored to the needs of each specific project.<\/span><\/p>

http:\/\/www.matrix-global.net<\/span><\/a><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t

THE CHALLENGE<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

In the crowded Eastern European market, where more and more companies are seeking nearshoring IT and technology services and giants like Microsoft and Google open more doors to the local workforce, Matrix Global realized that to grow, they had to overcome two major hurdles.\u00a0<\/span><\/p>

On the one hand, the Matrix Global name was not as known as other,\u00a0<\/span>larger global companies.\u00a0<\/span><\/p>

On the other, due to the nature of its highly technological projects, they needed to augment their pool of talent with employees at the forefront of current trends.\u00a0<\/span><\/p>

This realization drove them to embark on a strategic marketing effort to\u00a0<\/span>promote the Matrix Global brand in the target Bulgarian and Macedonian markets.\u00a0<\/span><\/p>

Matrix Global\u2019s HR Department began to search for a marketing agency that would lead them through this major project.\u00a0<\/span><\/p>

They met with three agencies, one in Bulgaria and two in Israel, and decided to join forces with Xtra mile, a lifecycle-marketing agency with roots in Israel and customers in Europe and the United States. The rest is history.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t

THE APPROACH<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

After analyzing the goals and the situation on the ground, it became clear to both Matrix Global and Xtra mile that this should be a long-term employer-branding project that would bring the results they wanted.\u00a0<\/span><\/p>

Together, the companies defined the strategy, which followed a top bottom approach.\u00a0<\/span><\/p>

The main objective was to position Matrix Global as a leader in its field and increase its visibility in Bulgaria and Macedonia, making it more attractive to the local workforce.\u00a0<\/span><\/p>

This main objective was in turn divided into several s<\/span>econdary goals:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t
    \n\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tAppeal to the young and highly technical generation in these countries<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tGet them acquainted with Matrix Global\u2019s innovative top technologies<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tIncrease the company\u2019s talent-recruitment rates<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tIncrease existing employees\u2019 satisfaction and retention, converting them into ambassadors of the Global Matrix brand<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t

    THE PROCESS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    The first step was the discovery stage in the target countries.\u00a0<\/span>Yuval Karp, Matrix Global\u2019s General Manager and Member of the Board, and Hila Harkov, Global HR Manager, visited both countries together with Xtra mile\u2019s team.<\/span><\/p>

    They interviewed talent agencies, potential candidates and select Matrix Global employees to define precisely what their targeted potential employees are looking for in terms of work opportunities.\u00a0<\/span><\/p>

    They researched what is important for them, their list of priorities, and what \u2018makes them tick\u2019 when choosing a workplace.\u00a0<\/span><\/p>

    The results of the survey showed that, in each country, the weight of what \u2018makes employees tick\u2019 when choosing a workplace was slightly different.<\/span><\/p>

    They learned about the important factors, about their unique work environment needs, as well as about the small details, for example, that free coffee is definitely a great advantage in the workplace, as well as having a cubicle that has a window.\u00a0<\/span><\/p>

    The discovery stage gave Xtra mile the ammunition they needed to develop the employer-brand strategy and the main messages for the brand, channels, personas, etc.\u00a0<\/span><\/p>

    Before launching marketing campaigns to leverage their brand and promote it within current and potential employees, Matrix Global revamped their offices in Sofia and Skopje to make them even more welcoming to existing and future employees.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

    \n\t\t\t\t
    \n\t\t\t\t\t

    A BRAND CHARACTER IS BORN \u2013 RIX GLOBY<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    One of the strategic decisions that followed the discovery stage was to develop a brand character for Matrix Global.\u00a0<\/span><\/p>

    The new creature, also known as Rix Globy, was to become the presenter of all marketing materials, starting from the presentations for new employees, through being a key design element in the offices\u2019 design project, to appearing in all digital\u00a0<\/span>campaigns.\u00a0<\/span><\/p>

    The new Matrix Global character also starred in several videos and viral\u00a0<\/span>ads, which personified the \u2018you deserve better\u2019 and \u2018your dream job\u2019 digital campaign messages.\u00a0<\/span><\/p>

    Globy was indeed a breakthrough. These types of campaigns are not so\u00a0<\/span>popular in Eastern European countries, but Matrix Global were not afraid to take the risk.\u00a0<\/span><\/p>

    They created local focus groups to test different personas, surveyed them, and then asked them to choose the one they liked best.\u00a0<\/span><\/p>

    Judging by the number of Facebook likes alone, Globy was very well received in both countries!<\/span><\/p>

    \u201cFor us, this was a pivotal project and an amazing experience,\u201d\u00a0<\/span>says Yuval Karp, General Manager and Member of the Board, Matrix Global Eastern Europe.\u00a0<\/span><\/p>

    \u201cWe spent a lot of money in rebranding our presence in Eastern Europe and embarked on an adventure with absolutely no room for mistakes.\u00a0<\/span><\/p>

    Once we made the decision to go forward with the survey, the character, the campaigns \u2013 there was no looking back. But it all paid off in the end,\u201d he adds, \u201cthis was a truly successful endeavor\u201d.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

    \n\t\t\t\t
    \n\t\t\t\t\t

    THE CAMPAIGNS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    Once the persona and messages were in place, Xtra mile embarked in a comprehensive digital campaign that included Facebook, YouTube, LinkedIn, Matrix Global\u2019s website and other channels.\u00a0<\/span><\/p>

    Throughout the entire project, from the original brainstorming meetings\u00a0<\/span>through to campaign execution, Matrix Global and Xtra mile employees worked hand in hand to attain the desired results.\u00a0<\/span><\/p>

    Xtra mile put at the disposal of Matrix Global their expertise and international knowledge, and a large team of experts in virtually any field in the marketing arena.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

    \n\t\t\t\t
    \n\t\t\t\t\t

    RESULTS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    Matrix Global were able to measure significant improvements in several areas already after three months from the launch of the digital campaigns:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

    \n\t\t\t\t
    \n\t\t\t\t\t\t\t
      \n\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tMore CVs received via their website, social media channels, headhunting and talent agencies<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tMore CVs received via current employees, who now recommend Matrix Global Wholeheartedly to their friends and peers as a preferred workplace<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tMore contracts signed with new employees<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tSharp decrease in the rate of workplace abandonment by Matrix Global employees<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tHigher degree of recognition among talent management companies and hi-tech and IT candidates <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

      Xtra mile Helps Matrix Global Develop Employer Branding in Eastern Europe. In a crowded outsourcing market, Xtra mile effectively managed to appeal to Matrix Global\u2019s target technical employees, increasing recruitment rates and reducing abandonment using a unique approach \u2013 a brand character. <\/p>\n","protected":false},"featured_media":3842,"template":"","case_type":[257],"class_list":["post-2023","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry","case_type-employer-branding"],"acf":[],"_links":{"self":[{"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/case_studies\/2023","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/case_studies"}],"about":[{"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/types\/case_studies"}],"version-history":[{"count":0,"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/case_studies\/2023\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/media\/3842"}],"wp:attachment":[{"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/media?parent=2023"}],"wp:term":[{"taxonomy":"case_type","embeddable":true,"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/case_type?post=2023"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}