In sync with PHD’s mantra of – Finding a Better Way – the network has launched an innovative talent-focused initiative that allows the brand to recruit by challenger type. The initiative groups the ten most common challenger behaviours and then aligns them across the spectrum of PHD’s core values to show how the strength of each challenger type can drive PHD forward.
The initiative is in the form of a quiz that is embedded on each PHD site across the Asia Pacific region (https://www.phdmedia.com/asia-pacific/careers/). This will form a part PHD’s HR and Recruitment policy and be used with potential candidates to assess how they go about challenging to find a better way and how they could be a part of the right PHD team. The quiz is also being rolled out to existing employees as the identification of the challenger type will complement PHD’s talent efforts across several areas – restructuring of teams, appraisals, training and development and strengthening PHD’s challenger brand mentality.
“Finding a better way is our way of thinking, of acting and sharing our passion. It is the soul of our challenger approach to everything that we do. The only way PHD can maintain its unique culture and planning philosophy is by ensuring that the PHD experience is consistent across the network for the people we employ and nurture. We believe that a positive and nurturing culture creates business momentum and that the agency with the strongest culture delivers the most innovative media product through its people,’’ said Susana Tsui, APAC CEO, PHD. “This initiative will help us in getting the right people, for the right job and most importantly, if they are right for PHD,’’ added Susana.
“What we’re passionate about at PHD is finding people who are passionate about challenging the world – whether it’s the status quo and the way things are done, or the conventions and accepted wisdom that keep things stuck the way they are,” said Chris Stephenson, Regional Head of Strategy and Planning, PHD APAC.
The APAC-launched initiative will be rolled out across all PHD markets around the globe, in the months to come.
The initiative is an adaptation of an earlier PHD thought-leadership initiative called Overthrow, developed in collaboration with eatbigfish – a strategic brand consultancy. Overthrow explored the 10 most common successful challenger narratives; what they share, how they differ, and how they should structure their media behaviours in today’s highly connected world. The narratives have been drawn from research into some of the most successful challenger brands of the last decade. Each of these narratives is, in effect, a dynamic challenger strategy that takes on the category or a leader; each differs in that they succeed through challenging something different to bring about a breakthrough.