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Tuesday, Sep 16, 2014

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Ohio University’s new employee orientation binder has been redesigned to capture the rich OHIO campus beauty and echo the new brand position of the employee experience at the University: "You make the difference."

Photo courtesy of: University Communications and Marketing

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OHIO faculty and staff make the difference

New brand position recognizes the importance of the individual


In its continuation of the implementation of a university-wide branding initiative, University Communications and Marketing (UCM) has been working with many constituents across all of Ohio University's campuses to establish a voice for the brand that speaks to its key audiences.

After facilitating a brand workshop with a group of faculty and staff last September, the collaborative work of these 10 individuals established a pathway toward a more consistent approach to communications with prospective and current employees through a brand position that is unique to the OHIO experience.  

One of the questions the group grappled with answering is, "Why should someone want to work at Ohio University, instead of someplace else?" Trying to come up with a single statement that would capture what matters most to employees was not easy. But, after some deliberation, the group settled on the following positioning statements for faculty and staff:

For faculty

Ohio University is a collegial community that provides the best opportunity to make valued contributions because OHIO empowers you to live your passion with purpose.

For staff

Ohio University is a caring community that provides the best opportunity to make a valued contribution because OHIO fulfills your desire to make a difference.

Some of the supporting messages that emerged were, "Joining Ohio University means connecting with a personable, close-knit community." "Our faculty are passionate about teaching." "Our employees are caring and friendly." "Working at Ohio University provides a world-class, close-to-home experience." "OHIO empowers you to live your passions and make a difference."

The core themeline for the employee experience at Ohio University is, "You make the difference."

"We are really excited about utilizing and supporting the 'You make the difference' brand in HR. Having a consistent message to rally behind or build on will not only help to build recognition of the institution, but also showcase the pride that comes from being a Bobcat. I love that the message is simple yet full of power!" said Gwen Brooks, director of employment and recruiting.

In thinking about OHIO's new brand, which centers on the phrase "it's you," it's easy to see the connection between the student and the employee experience.

While trying to articulate the spirit of OHIO, Betty Hallow called it a "singular place." Students, faculty and alumni all agree that there is something particularly distinctive about OHIO. What we've found in our research and discussions with the University community is that it is the person that makes it special. It's you.

Over the next year, you will see new messages throughout a variety of employee-centered touchpoints. For example, a new Compass series, "Making the difference," makes its debut in early November. The series will focus on members of the OHIO community who are making a difference – on campus, in the community, in their fields, and around the world. Also, the new employee orientation binder has been redesigned to capture the rich OHIO campus beauty and echo the new message.

Look for two new video productions that will introduce new employees to the University and the community in the spring.