Recent mergers and acquisitions had reshaped PRO Unlimited (now Magnit), instantly making it both larger and more complex. With new teams, expanded offerings, and a global footprint, the organization urgently needed to clarify what it stands for—and how to communicate those values to employees and candidates alike.

Recognizing this challenge, PRO set out to evolve its “Pro Promise” and “Attributes of Success,” ensuring that its employer brand was deeply rooted in real-world insights and data gathered from stakeholders across the company.

Rather than simply refreshing a tagline or design, we began by listening. We spoke with key leaders—those who had lived through the changes and understood the new organization’s needs from multiple angles—to uncover candid perspectives on culture, priorities, and opportunities for growth. We also explored existing research and augmented a company-wide pulse survey with targeted questions, making certain our emerging ideas were supported by evidence. These methods allowed us to piece together a clear snapshot of how PRO’s recent transformations had affected employees’ day-to-day reality and sense of shared identity.

 

 

At the same time, we conducted a thorough competitive audit, examining how similarly positioned employers were presenting themselves in the talent market. This outside perspective made it easier to see where PRO Unlimited could truly differentiate. Equipped with these internal and external insights, we brought key stakeholders together for a collaborative session. Here, we confronted the drivers and barriers toemployee engagement and discussed how best to maintain cultural consistency while honoring the newly expanded organization’s future ambitions.

From these conversations and analyses emerged a new Employer Brand Platform for PRO—one built around a refined set of benefit pillars and tied back to the company’s well-established values. This platform became the bedrock for evolving the “Pro Promise” and “Attributes of Success,” capturing both the history and the horizon of the organization. Once we had that solid foundation, we took the next step of creating messaging “reasons to believe” and crafting concise catch phrases that would resonate not only with potential hires but also with current employees looking for a clear sense of purpose.

 

 

 

 

 

 

 

 

 

 

 

 

Throughout the process, we documented our findings and recommendations in a series of designed presentations, delivered at key milestones to ensure full alignment. These syndication helped leaders across functions understand the logic behind each strategic choice and provided a roadmap for rolling out the new employer brand. By grounding every decision in insights from real employees, stakeholders, and market research, PRO was able to authentically define what it stands for now—and what it aspires to become in the future.

Even though PRO Unlimited transitioned to the Magnit name in 2022, the employer code of success that emerged from this project has remained consistent and vital. By grounding its culture in authentic insights and shared values, the company preserved the heart of what makes Magnit distinctive and cohesive—regardless of its evolving brand identity. Today, that code continues to influence talent engagement and retention, serving as both a touchstone for current employees and a beacon for future hires.

Deliverables:

  • Listening Tour
  • Workshop
  • Focus Groups
  • Brand Audit
  • Competitive Audit
  • Workshop and Input Session
  • Monthly Syndication Decks
  • Employee Survey
  • Employer Value Proposition
  • Candidate Benefit Pillars
  • Employer Brand Messaging