How did top 10 pharma company address brand messaging inconsistencies hampering recruitment and retention efforts?
As senior brand strategy consultant, led wide range of primary and secondary market research that underpinned new employment brand used globally across online and offline touches
Although recruiting and retaining talent essential to maintain relevance in this hyper-competitive category, efforts varied considerably by profession, seniority, and country, leading to brand dilution and significant marketing cost inefficiencies
Hired as lead strategist and market researcher of multi-discipline team, led global c-level interviews, conducted competitive analyses, solicited client input, incorporated quantitative research, reviewed social media listening results
Research led to insight that applicants – regardless of country, vocation, or seniority – shared a desire to make a difference – and “Many paths. One goal.” tag line for global employment brand
Guided digital team’s work to ensure on-brand
Rolled out globally