Translating strategy into story.

The Master Group has quickly grown its footprint and talent base across Canada and the USA organically and through acquisition. With so much change, the organization underwent a review of its corporate strategy with the ambition of setting the stage for its next wave of growth. But the strategy was overly business-focused and difficult for talent to interpret and engage with.

Master engaged with Tangible to develop an organizational narrative that translated its corporate strategy into a meaningful story for talent. To do that, we engaged with the organization’s leadership team and key talent groups from across regions and areas of the business to understand motivations and points of connection between their expectations and the vision for the business. 

From this we crafted a compelling and relevant narrative that not only translated strategy but created a connection between people, their role, and the business’ growth and success in the future.

Creative materials were developed to activate the narrative across select messaging touchpoints in the talent experience. With this, Master’s reputation and distinction with future talent grew as the narrative was embedded throughout the talent attraction process.