The Bonadio Group – Employer Branding
The Great Reshuffling brought to light a simple, but perhaps unexpected insight: many people are looking for more from their jobs than a paycheck—they want an opportunity to become a better version of themselves. The Bonadio Group (TBG)—a nationally ranked accounting and business firm—was looking for a refresh, too. Hoping to boost recruitment and retention, they came to Mower for an update of their employer brand, and we kicked things off with three words: To Be Greater.
This campaign platform helped us position The Bonadio Group as the perfect place for employees to define and achieve their own greatness, adding an emotional benefit to a long list of rational ones for employee recruitment and retention efforts. Because greatness means something different for everyone, the platform extended and showed employees how To Be Grateful, Growing, Game Changing and more.
We unveiled the platform at the firm’s annual employee retreat—their first after a two-year pandemic hiatus—with a brand anthem video and employee testimonials. Attendees saw an Army Reserve Sergeant’s ability To Be Guiding, a cryptocurrency advisor’s opportunity To Be Game-Changing and a young accountant who described her on-the-job training and mentoring as a chance To Be Grateful. Prior to the event, we invited all employees to participate by using the letters T.B.G. to create a phrase that expressed what the company meant to them. Responses were shared on screen at the retreat, giving colleagues a chance to celebrate and get to know each other better. And those relationships have been meaningful.
Post event, Bonadio saw huge, sustained spikes in social media engagement. LinkedIn followers increased 44% in the first 30 days and continued to grow, while Instagram profile visits increased 210% and followers doubled. Social media engagement has continued—in part due to the impact of a rousing LinkedIn how-to keynote speech by Mower’s social media director at the off-site event. To Be Greater has become a memorable, differentiating rally cry for Bonadio’s recruitment marketing campaigns and retention strategies—a genuine game changer supporting the growth of this successful firm.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.