Timeless values in current packaging

Hungrana Starch- and Isosugar Manufacturer and Distributor Ltd. is Europe's largest corn processing company and has been a major player in the Hungarian food industry for 110 years. It has an impressive history and a stable economic and employee background, but how can agriculture remain an attractive option for the workers of the future?

We sought to address this question for Hungrana, beginning with a communication audit and subsequently developing a communication plan based on this audit. We started the audit with a Message House Workshop, involving middle managers, most of whom have decades of work experience, and we collected the unquestionable values that the company can leverage in its communication. We also examined the factors that may render the company less attractive to potential employees.

The group work was complemented by individual interviews and a questionnaire survey covering all of the colleagues. Building on this, and with the goals of senior management in mind, we created an employer brand strategy which, put into practice, can create a long-term corporate culture that preserves the values of the past and looks to the future.