UK SBS PS17030 Building a strong brand for BEIS' public appointments

**Please do not respond directly to the Buyer** BEIS has 47 partner organisations, the largest number of any government department. These boards span a wide and varied number of policy areas and sectors, from science, research and innovation; to energy, climate change, business growth and regulation. BEIS has a key role in the UKs negation strategy to leave the EU; as well as leading the way in shaping a modern industrial strategy to deliver a stronger economy for the UK. As a result BEIS is uniquely positioned to provide genuine, long term opportunities to serve on a wide range of Boards across the BEIS family. In order to fulfil these public appointments with the best of the best BEIS is seeking an organisations to: • Create clear and compelling offer for candidates that can be used in their products to market roles to potential candidates. • Understand their competitive landscape. • Identify points of differentiation that can be used to communicate to candidates. • Ensure the opportunities on offer appeal to candidates and can provide the credibility and kudos desired. • Help BEIS in being experts at knowing how to access potential candidates. This requirement has three core deliverables: 1. Produce a Brand Audit report to outline BEIS capabilities, strengths and weaknesses in this area; help us to understand our competitive landscape, current marketplace and identify all competitors and review market position (benchmarking). Provide examples of best practice in both the public and private sectors. 2. Produce a blueprint or map for one BEIS Chair or NED recruitment campaign based on user/customer information and analysis of the approach. 3. Define the future BEIS marketing strategy so there is: • a clear brand, value proposition and messaging that resonates with everyone in BEIS, so we can use it to communicate and sell the value proposition for our Boards; • a USP - so we are aware what attracts and inspires candidates and what we have to offer them and we are able to consistently and effectively market the offer to our existing talent pool and to potential candidates of the future. Helps us to identify the prominent channels to better market our roles in the digital age. From this project the following actions will be taken: • A clear and compelling offer for candidates will be established, that can be used to market roles to high calibre, diverse candidates. • BEIS will understand the competition in both the public and private sectors, and be able to market themselves successfully within the competitive landscape. • BEIS will have clear points of differentiation which can be communicated to candidates. • Design products (job descriptions) which are consistent in brand, content, quality and voice. • Target the right channels to reach our target audience.