A global Employer Brand with localised flexibility
BAI Communications required an EVP and Employer Brand to support attraction activity while increasing desirability as an employer across markets in Australia, UK, North America, Hong Kong and Canada. A key challenge was the creation of localised collateral, at a time when everyone was working from home due to a global pandemic.
A global approach with a creative pivot due to pandemic lockdowns.
We conducted interviews with leaders across all markets to ensure we understood what success would look like locally. Building on employee research, we developed an EVP messaging framework and subsequent Employer Brand concepts. To bring the preferred brand concept to life, we had to pivot due to Covid-19 lockdowns. Unable to photograph employees in the office environment, we developed a ‘how-to’ guide that enabled employees working from home to produce their own authentic imagery. We integrated their ‘selfies’ into a cohesive and striking suite of employer brand collateral. Overall, 120+ pieces of bespoke content was produced representing all geographic markets; from people stories, social banners and career’s website copy and graphics to email and powerpoint templates. We also developed toolkits to empower leaders, hiring managers and recruitment teams to leverage and operationalise the EVP into their daily work.