New corporate identity forms the image of an open, modern and human structure
Uralkalyi is a world leader in potash fertilizers production, which main assets located in Perm region.
Based on the analysis, the company had predicted a possible threat to staff shortages in the medium term - due both to total deficit of qualified personnel in the country, and because of the increasing competition in the local labor market.
Also Uralkalyi HR-policy efficiency was complicated due to large-scale organizational change: Uralkalyi company (Berezniki) and Silvinit company (Solikamsk) merged under Uralkalyi brand name.
To develop HR-brand for Uralkalyi which will attract prospective employees, and effectively promote loyalty of already working people.
On the basis of complex analysis DDVB identified possible resources and constraints for HR-brand system communication building, developed its positioning for different audiences (taking into account their perceptions and expectations with respect to the employer), formalized brand platform and formed a communication strategy for the medium perspective.
The basis of the developed positioning "Leader of the unique industry" was put in base of the idea that Uralkalyi is a unique / special / one of a kind structure, whose advantages as an employer due to the whole complex of the most unique features of the company arising from the fundamental characteristics of a potash industry and its leadership positions in it. The same idea is expressed in the positioning slogan designed to promote HR-brand - "Uralkali" unique. "
The project also developed an original style house HR-brand, reliable and clearly distinguishes "Uralkali" priority of competitors in the labor market and contributing to the formation of the image open, modern and "human" structure. This style has been extended to a variety of different media for internal and external HR-communications, for which DDVB developed principles and standards for design using "bank" created especially for HR-brand "Uralkali" characteristic illustrations and his own "man-made" font.