EMPLOYER BRANDING FOR DISQO

Quick Facts

DISQO is a customer experience (CX) platform empowering SMBs and enterprises

DISQO has a client base of over 300 blue-chip brands, 125 world’s largest market research firms, 35 leading advertising agencies, and more than 20 media platforms

DISQO was founded in 2015 in Los Angeles by Armenian entrepreneurs Armen Adjemian (CEO), Drew Kutcharian (CTO), and Armen Petrosian (CMO).

GOALS

Create an employer brand strategy for Armenia

Increase awareness about the company and its product

Promote the image of DISQO as a desired employer for senior tech professionals and the tech community, in general.

Increase the visibility for key members of the company through thought leadership

RESEARCH

We looked at the local market by examining similar Armenia-based organizations and studying the overall job-seeking patterns in the industry. Local market research was conducted to determine how DISQO compares to competitors in terms of marketing and product, brand recognition, unique selling propositions, and communication channels.

The analysis of the tech sector by age, experience, and drivers was part of the target persona research. The findings of the industry study also revealed the primary motivations and personal insights into why people in Armenia change jobs, as well as the primary triggers and motivators.

We also conducted a benchmark analysis to evaluate the brand by comparing it to its competitors in terms of thought leadership, public relations, and communication in general. Additional research by industry experts has helped us understand the brand's competitors in terms of employee appeal.

Combining all mentioned above with internal findings and concerns shared during meetings with the company's management team, we have a better understanding of pain points and need to develop a focused communication strategy.

Event Marketing

The communication strategy was conducted for owned, earned, and paid channels, and has a specific focus on event marketing. Given the peculiarities of the industry as well as considering the mission and vision of the brand, we have planned and executed special events. For each event, we have developed a special theme and implemented it  through the creation of a visual and verbal identity in line with the brand character.

"What Does the Future Hold for Senior Engineers in their Career?"

We launched the first thematic event "What Does the Future Hold for Senior Engineers in their Career?" aimed at introducing DISQO to senior professionals in the tech industry. Highlights were “raising the bar in the industry” and spotting the opportunities that the tech industry holds for tech talents when they reach seniority level.

“Scaling Up: People, Tech, Product” 

The Second event, held a couple of months later, was more focused on growing the company. “Scaling Up: People, Tech, Product” was much bigger than the previous one and was geared towards the tech industry as a whole. Product, HR, and leadership were the main topics. 

Thought Leadership

For DISQO’s leadership storytelling videos were developed. They talked about the challenges and opportunities and the corporate culture of the company. Product and technology were more fleshed out by lead engineers. 

Tania Sahakian - Regional Director

Ruben Dilanyan - Director Of Engineering

Drew Kutcharian - Co-Founder and Chief Technology Officer

Sona Grigoryan - Director of People Operations

Aleksan Hovhannisyan - Director of Member Care