Coinpanion is a fintech company based in Vienna that specializes in making the crypto world more accessible and transparent. As a team of 39 highly skilled and dedicated employees, they had recently raised a seed round and were looking to expand their team with top talent. They approached us for consulting on their employer branding to make their company even more attractive to a diverse pool of potential employees. By working with Coinpanion, we helped them showcase their unique culture and values, and position themselves as an employer of choice in the competitive fintech industry.
According to LinkedIn research, 75% of job seekers consider an employer’s brand before applying for a job. This is why Coinpanion sought to develop a clear strategy for positioning themselves as an attractive employer for top talent. At the time of this project, Coinpanion had approximately 20-25% female employees and wanted to showcase their commitment to diversity and inclusion in the male-dominated crypto industry. In fact, one study in 2019 found that of all the people working in the crypto industry only 6% are women, highlighting the urgent need for companies like Coinpanion to prioritize diversity and inclusion in their hiring efforts.
The Goal: Define an Employer Value Proposition
As a highly international team, Coinpanion wanted to showcase the diversity of their team and highlight the top benefits mentioned by their employees. We worked with their team to define their employer value proposition and create a clear strategy for sharing their unique culture and benefits on social media and career page. By highlighting their diverse team and employee-focused benefits, Coinpanion was able to differentiate themselves from competitors and showcase what makes their company a great place to work.
The Solution: Showing vs. Telling
To begin our project with Coinpanion, we held an internal workshop to identify the unique aspects of working at the company and the benefits that employees value most. This information was used to develop a compelling employer value proposition that reflected the company’s culture and values.
Next, we conducted external research to understand how potential candidates perceive Coinpanion as an employer. Our findings showed that there was a mismatch between the company’s internal perception and external perception, with the website not clearly communicating the benefits and culture of working at Coinpanion. This was a problem, as research shows that it takes up to 7-8 touchpoints with a brand for a candidate to take action, such as applying for a job.
To address this issue, we helped Coinpanion create a new employer branding strategy that focused on employee storytelling and highlighted the company’s commitment to flexibility and transparency. This included updating their careers page and social media content to better showcase the benefits of working at Coinpanion. By aligning their internal and external perception, Coinpanion was able to position themselves as an employer of choice and attract top talent in the competitive fintech industry.