A strategy to recruit 600 engineers.
Uncovering the humanity of a product-driven company to develop a purpose-led, emotive employer brand.
Services
- Brand Strategy
- Brand Voice
- Recruitment Campaign
- Brand Experience
- Messaging Platform
- Go-To-Market Strategy
There had never been a better time to join Informatica, but this engineering-led business was misunderstood in the marketplace and missing the kind of brand awareness that was needed to attract top talent.
With marketing focused 100% on product focused and there was no brand to speak of. That is a tough challenge to face if you are trying to hire upwards of 600 of the most globally sought after R&D and sales talent.
Our objectives were clear: we needed to increase the flow of overall applicants, better engage with the talent pool, and spur referrals from current employees. To do this we needed to create a compelling employee value proposition (EVP) and then use that to reach out to people in new and unexpected ways.
The EVP (Informatica brilliantly unlocks hidden potential to accelerate success) became the driving force for the entire campaign.
What We Learned Along the Way
Let people know they matter.
If you want someone to pick your organization over another, you need to show them you care. Be respectful of their time, don’t make them jump through unnecessary steps or hoops, thank them for their time, and be transparent about your process. Job seeking is a stressful process and the winners in the fight for talent will be those who put people front and center.
One size does not fit all.
Not everyone is a good fit and that’s OK. But it is important to identify what kind of person will thrive inside your organization. Learn what is top of mind for this person and who they listen to. With exactly these people in mind, be sure to align your strategy to fit. Let them know what they can expect and how you are different.
Go to where all the cool kids are.
Don’t expect talent to come flocking to you if you are not putting yourself out there. Where and who your brand associates with speaks volumes of who you are. If you’re stuck marketing your products and services, but not contributing to bigger ideas and values, it will be reflected in your workplace. It is likely that opportunities will be limited and room for growth stifled. Think big and win.
Jo Stoner, SVP Human ResourcesIt was hard to pull our entire leadership team together for our Employer Brand project, but the experience and the outcome was totally worth it.”
Bringing Strategy to Life
Big Data. Big Difference. Big Purpose.
Three ideas sit at the heart of this campaign: Big Data – the mega trend we chose to associate with. Big Difference – a refreshing place to work. And Big Purpose – more than just a job.
An overarching narrative.
This narrative worked hard for two reasons. We were able to reposition Informatica into Big Data and address the misperceptions people had about Informatica. And,we answered the question “Why work at Informatica?”
Experience that Works
Don’t work in silos.
The fastest way to get an idea shot down is by not including someone in the process. Recruitment initiatives generally sit within HR, but if you’re planning to push a global communications effort externally, make sure you include the folks in marketing and engineering. You’ll also likely find out about other initiatives that might influence your work.
Sing from the same hymn sheet.
Employer branding communications come in all shapes and sizes, across many different media. To be consistent in your communications work from an approved messaging platform. And then scale the messages to fit, whether that be 140 characters or 140 pages.
One big idea, lots of potential.
With the strategy in place and a campaign idea locked down, our creative team went to town, generating a ton of different ways to bring that idea to life. This was good, because it tested whether the idea had the legs to extend over a long period of time. It also helped the client get excited about simple ideas they could start implementing today, as well as more complex ideas that would take more time and resources.
Get local.
Don’t expect an idea that resonates in Silicon Valley to ring true across the globe. Different cultural values and points of reference dictate what we are attracted to and what makes sense to us. It is important to think locally and not just translate copy. If your talent needs are in Bangalore, Munich, Dublin, and Shanghai, make use of the resources you have in each of those markets to test work and gather feedback.
Recent Work
Bringing a people-centered brand into a digital-first, product-led future.
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