How Thermo Fisher Transformed Its Employer Brand with Storytelling
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This document summarizes Thermo Fisher Scientific's efforts to transform its employer brand through storytelling. It conducted research including leadership interviews and employee surveys/focus groups to develop an employer value proposition centered on opportunities for professional and personal growth. It created marketing playbooks and guidelines to communicate this message through stories on its career site, social media, and events. The results included large increases in site traffic and applications, faster hiring, and becoming the fastest growing brand on Glassdoor. Moving forward, challenges include further socializing the brand and scaling the approach across a large global organization.
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How Thermo Fisher Transformed Its Employer Brand with Storytelling
- 1. MORE THAN SCIENCE: How storytelling transformed Thermo Fisher’s employer brand
- 2. C har lotte Mar s hall Employer Brand Leader Thermo Fisher Scientific @Charlotte_Co
- 5. Thermo Fisher Scientific • $18B revenue • 50,000 employees • $700M/YR R&D Spend • 1,000,000 products sold • 600 global locations • Fill 12,000 reqs a year
- 6. The Promise
- 7. EVP Research Approach Leadership Interviews • 1 3 p articipants Culture Workshop • 26 participants Employee Survey • 427 respondents Employee Focus Groups • 6 groups held in different locations around the world
- 8. The Promise Our Employer Value Proposition is a way of clarifying and summarizing what we offer candidates. Being part of our team means a candidate will have the opportunity to: Realize your best – professionally and personally We’re communicating to our audience that Thermo Fisher Scientific provides continuous challenge and expansive opportunities that empower professionals to reach their professional and personal best.
- 9. Making the strategy work: message guidelines and marketing playbooks SalesUniversal Campus Technical EMEA Finance APAC
- 10. The Concept
- 11. WHAT STORY WILL YOU TELL? Thermo Fisher Scientific is a story-telling culture with one mission: to enable our customers make the world healthier, cleaner and safer. For people who fit with the culture and the environment, the organization and its many arms and interests provides the opportunity to be a part of inspiring stories of community, care, innovation, opportunity, exploration, and excitement. We feature the personal moments of realization of the mission by aligning the key pillars of the EVP that drive these stories.
- 18. H ow We U s e Stor ies Today • Social editorial calendar • Career site • Recruitment marketing channels • Candidate conversations • Internal branding • Events • Employee advocacy
- 19. Results
- 20. A Story Based Employer Brand Works • 123% increase in site visits • 162% increase in apply clicks • Reduced CPH by more than 60%. • Application to hire ratio reduced by 56% • Time to fill decreased 47% • Fastest growing brand on Glassdoor growing more than 2x the rates of our competitors
- 24. Obstacles and Moving Forward 1. Support and socialization 2. Think like a recruiter #HROS hros.co 1. Mass scale 2. Build and nurture talent pipelines 3. Infuse EVP in the intake 4. Visual job descriptions 5. Review response management
- 25. And one more thing…
- 26. Surround Yourself with Good People Ronita Griffin VP, Global TA Adrienne Sullivan Brand Strategist Frank Menz Content Specialist Josie Zheng International Markets
- 28. B O S T O N | 2 0 1 6
Notes de l'éditeur
- For most of you, the words on the screen will ring true when you think about what defines your organization Mission, Vision, Values… These are the core, strategic influences that we all learn as employees to guide our decisions and influence our behavior -these are our companies’ expectations of all of us. When I stepped into the employer brand leader role 3years ago at TFS, these 5 words concerned me. Specifically, thinking about our 2020 vision, we had a mighty goal in front of us, to hire and engage 25,000 employees in the next 5 years. I knew if we continued to let our expectations of employees guide our conversations with candidates, we were not going to hit our goal. We needed to turn this language on its head. CORE If you only remember one thing from our time together today, what I would like it to be is this….to win the war for talent you have to start talking about “why” candidates should come work with you. You can not let your company’s expectations for your employees lead the conversation.
- CORE If you only remember one thing from our time together today, what I would like it to be is this….to win the war for talent you have to start talking about “why” candidates should come work with you. You can not let your company’s expectations for your employees lead the conversation. CARE This is important because… when we changed our language, and started to talk about the compelling things we can do for our employees and candidates –we more than doubled traffic to the careers page, more than halved cost per hire ratios and drew in a higher quality of applications within 4 months of launching our employer brand. So how did we do it? What did we do, and what can you learn from our journey? I’ll cover all of this today. DO By the end of my talk, my goal is that you are excited about the possibilities that lie before you as a recruitment-marketing champion and that you start to think about how to position “why” a candidate should choose a bit differently than you do today.
- I have a confession. When I accepted this role, I didn’t know who Thermo Fisher was, and in case you don’t either, here are a few quick stats about us (read slide) Think of us like the “home depot” for science. If you are a researcher, scientist or physician and need something, chances are, we can help. Jim Cramer says it’s best, we are the arms dealer of science and biotech. This landscape presented a few challenges : No universal experience M&A activity (culture) Which lead us to taking a research intensive approach to building our EVP
- From July through August, 2014, we collaborated with a 3rd party to conduct a total of thirteen interviews with business leaders, a workshop with representatives from Marketing, Communications and Talent Acquisition, an employee perceptions survey that resulted in 427 participants from various areas within the company, and six focus groups with employees from around the world.
- The way we’ve encapsulate all of our research is “Realize your best, professionally and personally” How do you use an EVP once you have established it? Do not use your EVP as a tag line. Let me repeat. Use your EVP as a guidepost for the type of content you share with candidates. We use our EVP to gatekeep the type of content we invest in creating, sharing and elevating around the world.
- So with that in mind, let’s talk about how to best leverage the message in recruitment marketing communications. So there are some key audiences. By universal we mean all audiences. But some stood out not just from the standpoint of being important to recruit but even from a messaging segmentation approach. There are certain things we can say when to to a sales audience (and dial up) than when talking to a technical audience or a campus audience for examples. Other things came into play for Asia and others. So ultimately what we want to have in our quiver, if you will, are sufficient arrows for all of these audiences. Asia places more importance on company strategy, leadership and teamwork EMEA places importance on challenging work. Finance cares about leadership and stability Sales focuses on manager quality, recognition and teamwork. IT and R&D place more importance on coworker quality, importance of work and innovation
- My favorite part, the creative process, putting flesh on the bones of the brand.
- Throughout the research process, the idea that people would share stories with us about something they experienced personally that that connected them to their work became evident pretty quickly. it came together to create this integrated personal and professional component to being here. Because of that, when we think of “the Thermo Fisher employer brand” to me it’s not just about the creative messaging, it’s as much as the integration of real stories as anything. And as you separate one from the other it falls flat. So really what were after here is integration. Both programmatic and messaging itself. So let’s take a look.
- So now what we have here, is an example of one of our stories. I’ll get into the stories in a min, but let me walk you through what you are looking at. It’s a photography driven concept. The photo and headlines work to pull you into the story and then the sign out prompt ask you to imagine the impact that you will make at Thermo Fisher. Digging deeper into what you are looking at, we want to capture these moments as an immersion in a place that makes it very powerful and come to life. Notice Dan is not smiling. The idea is that you look at this and immediately feel the impact of the story. Therefore your association with Thermo Fisher as somewhere to work goes pretty deep. During my opening I said stories have been a game changer for Thermo Fisher. Stories helped us simply our message (communicating what we do was a challenge in and of it self) and they have helped us connect with candidates on a much deeper level. PLAY Alun VIDEO https://www.youtube.com/watch?v=eynnLVXnK_M&list=PLGlvFEwL2wDFDIi7fCyZsl7js_qi4QKrA&index=23 Next, I’ll take you though a few of our stories to give you a better idea of our campaign.
- Joe’s story
- I manage the IT team that supports our Transplant Diagnostics group. Since our products are used to determine compatibility for bone marrow and solid organ transplants, the work I do is part of a lifesaving effort. A transplant center uses our typing kits to determine whether to proceed with a transplant procedure. Physicians and clinicians rely on the accurate, timely information our kits provide to assure the best possible match between donors and recipients, and monitor antibody levels post-transplant for signs of rejection. What we do at Thermo Fisher Scientific literally can mean life or death to a recipient. Everyone here is proud to be part of this work, but I have an even more personal reason to be thankful—my mom and I have both benefitted from kidney transplants. As a recipient, I’m able to bring an added perspective to my work about the lifesaving importance of what we do.
- Julio story
- Larry’s story
- View of 12 of the 40 stories we have developed to date. Next. Let’s take a look at how we deploy our stories today.
- Indeed – make sure you leverage your employer profile on Indeed, LI and Glassdoor. Glassdoor – fastest growing brand in our space in GD, and growing in traffic 2x the rate of our competitors
- The overwhelming success of Thermo Fisher Scientific’s story-based employer brand launch demonstrates just how powerful storytelling is as an employer branding methodology. The organic process has more than doubled traffic to the careers page, more than halved cost per hire ratios, and drawn in a higher quality of applications. “Without an activated employer brand, we are simply recruiting talent,” remarked Talent Acquisition Leader Noel Brown. “Our brand has been a game changer, helping us target the market strategically and enabling our recruiters to speak with confidence on why candidates should join us.” Beyond saving time and money, the use of stories has also altered employee engagement and morale by improving how team members are choosing to communicate with each other. The stories have anchored them in Thermo Fisher’s mission and been a welcome reminder of just how important the work they do is.
- If at first you feel like this…don’t be alamred It’s an uphill battle searching for content. The place we are today is massively different than where we were a year ago. Engage your teams – large organizations you can not do this alone. Go outside of TA. Once you have an example, everyone wants one. And pretty soon…
- Those people who didn’t want to help you. Those people who were mean and intimidating. Guess what, they want a story too!
- Keep your steering committee small, but your stakeholder group wide. The more people you can bring in, make part of the effort. Don’t underestimate the power of a really good IMC plan. I’ll share our plan on the HROS platform for anyone who wants to leverage it in your efforts. What’s next for us?
- Stand up During the conference please feel free to find me or any of these incredible professionals if you’d like to learn more.
- IN CONCULSION If you only remember one thing from our time together today, what I would like it to be is this….to win the war for talent you have to start talking about “why” candidates should come work with you. You can not let your company’s expectations for your employees lead the conversation. CARE This is important because… when we changed our language, and started to talk about the compelling things we can do for our employees and candidates – or why they should choose Thermo Fisher – we more than doubled traffic to the careers page, more than halved cost per hire ratios and drew in a higher quality of applications. Storytelling has allowed Thermo Fisher to remind the world that they are more than just a science company. What could stories do for your organization?