Journey Mapping Training at BCG
Overview
In June 2024, we conducted an intensive Journey Mapping Training session for the employer branding teams at BCG (Boston Consulting Group) in Amsterdam. This training aimed to equip BCG’s teams with the tools and methodologies needed to enhance their employer branding strategies through the effective use of personas and journey maps.
Training Structure
The training was divided into three main modules: Personas, Journey Maps, and Journey Map Management. Each module included theoretical learning, hands-on activities, and reflection sessions.
- Personas
- Participants learned about the importance of having the right personas for making strategic decisions. The session covered different types of personas (buyer, user, customer, employee) and the key ingredients needed to develop them.
- Journey Maps
- The focus was on developing comprehensive journey maps using research insights and expert knowledge. Participants learned to map out user steps, emotions, and interactions to identify pain points and opportunities for improvement.
- Journey Map Management
- This module covered the continuous creation, maintenance, and utilization of journey maps. Emphasis was placed on integrating journey maps with existing workflows and making a custom game plan for BCG’s organizational needs.
Key Outcomes
- BCG’s teams gained a deeper understanding of how to use personas and journey maps to inform their employer branding strategies.
- The hands-on activities and workshops fostered better collaboration and alignment among team members.
- Participants left with practical tools and strategies to create and manage journey maps, ensuring continuous improvement in their recruitment processes.
Conclusion
The Power of Combining Expertise
The magic happens when different fields work together. By combining user journey mapping and personas (tools from service and UX design) with employer branding and recruitment, companies can understand candidates' experiences much better. This cross-disciplinary approach allows recruiters to design hiring processes that are more considerate of candidates' needs (more empathetic) and get better results (more effective). In the end, this strengthens the employer brand and attracts the best talent.
