Overview
The Employer Branding Campaign is a remarkable initiative designed to enhance the company’s reputation as an employer of choice, attract top talent, and foster a culture of pride and belonging among current employees. By authentically showcasing the company’s values, culture, and opportunities, the campaign has succeeded in strengthening employee engagement, improving retention, and creating a positive and inclusive workplace environment.

The primary purpose of the Employer Branding Campaign was to position the company as an innovative and dynamic organization where employees can thrive and grow. The campaign highlighted key themes such as employee well-being, professional development, diversity, inclusion, and a supportive work environment. Its overarching goal was to reinforce the company’s reputation as a great place to work and a preferred employer for prospective candidates.

Targeting all employees, specific teams, and new hires, the campaign aimed to engage current employees by celebrating their contributions and fostering pride in their workplace. Simultaneously, it sought to attract top talent by authentically showcasing the company’s strengths, opportunities, and dynamic global culture.

Objectives and Goals
The campaign focused on three primary objectives:
1. Enhancing Employee Engagement and Morale: By sharing authentic stories and showcasing real employees, the campaign fostered a sense of pride and belonging among team members.
2. Strengthening Alignment with Company Values: The campaign reinforced the organization’s core values of staying curious, keeping it real, owning it, and winning together, ensuring employees felt connected to the company’s mission across all global locations, including the US, Mexico, Portugal, the Philippines, India, and Australia.
3. Improving Communication and Collaboration: Through a combination of videos, social media posts, and newsletters, the campaign created opportunities for cross-team interaction and engagement.
Specific metrics tracked included employee engagement levels, participation rates in campaign activities, and feedback from surveys, anonymous reviews on platforms like Glassdoor and Indeed, and social media insights.

Campaign Components
The campaign incorporated a variety of creative and innovative elements:
• Videos: Engaging, real-time footage featured employees sharing their experiences and showcasing the company’s culture. These were shared across platforms like LinkedIn, Instagram, and Facebook.
• Social Media Posts: Frequent updates celebrated employee achievements, diversity, and workplace events, helping create a positive online presence.
• E-Newsletters: Regular updates informed employees of key developments, fostering a sense of inclusion and connection.
The campaign also introduced innovative tools such as live event coverage on social media, collaborations with the Learning & Development and Employee Engagement teams, and a content calendar to ensure consistent and impactful messaging. Interactive elements like surveys, contests, and recognition opportunities integrated the campaign into daily employee interactions, further embedding it in the workplace culture.

Engagement Strategies
Employees were actively encouraged to participate through:
1. Photo Submissions: Employees shared photos from their travels using the company’s internal travel platform, earning recognition badges and shoutouts.
2. Participation in Videos: Team members featured in campaign videos received exclusive branded swag as a token of appreciation.
3. Contests and Recognition: Employees voted on their favorite photos or videos, with winners receiving prizes and internal recognition.
These strategies not only boosted engagement but also fostered a sense of ownership and pride in the campaign’s success.

Implementation and Execution
The campaign launched with a phased rollout:
1. Planning and Strategy: Initial phases focused on identifying key cultural elements to showcase and aligning content with company events.
2. Test Audiences: The campaign was piloted in the US and Mexico before expanding globally.
3. Global Launch: By integrating localized content and maximizing available resources, the campaign resonated with diverse audiences across the company’s international locations.

Impact on Employees
The campaign had a profound impact on employee engagement and satisfaction. By using real employees and authentic content, it resonated deeply with team members, creating a sense of pride and connection. Employees appreciated seeing their own workplaces, colleagues, and achievements reflected in the campaign, fostering a culture of belonging.

Feedback from surveys, reviews, and social media comments has been overwhelmingly positive, with employees noting the campaign’s genuine and inclusive approach. Its emphasis on showcasing the diversity and global reach of the company has further strengthened alignment with organizational goals.

Measurable Outcomes
The campaign achieved remarkable results:
• Increased Engagement: External review scores rose significantly, with Glassdoor ratings increasing to 4.39/5 (a 15% improvement from the previous year) and Indeed ratings rising to 3.5/5 (a 6% increase).
• Improved Retention: Higher engagement and satisfaction scores translated into better retention rates, reflecting the campaign’s success in creating a positive work environment.
• Enhanced Social Media Metrics: Increased reach, engagement, and interaction rates demonstrated the campaign’s effectiveness in connecting with both employees and external audiences.

Alignment with Company Goals
By celebrating the company’s core values and emphasizing its commitment to employee well-being, the campaign has strengthened employees’ connection to the organization’s mission. It has reinforced the belief that every team member plays a vital role in the company’s success and created a culture of collaboration and mutual respect.
Innovation and Creativity
The campaign’s authenticity and reliance on real employee stories set it apart. Instead of relying on stock footage or generic materials, the campaign celebrated the unique culture and diversity of the organization, making it relatable and impactful. Creative elements like live social media coverage, interactive contests, and localized content ensured widespread participation and engagement.

Summary of Success
The Employer Branding Campaign exemplifies excellence in employee engagement by authentically showcasing the company’s values, culture, and global workforce. Its success is a testament to the pride and enthusiasm of employees who have embraced the opportunity to share their experiences and celebrate their workplace. This campaign has not only elevated the company’s reputation but also fostered a culture of belonging and collaboration, making it a deserving nominee for recognition in this category.