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CASE STUDY A localised EVP to attract talent in Greater China. Client Bristol-Myers Squibb "Region China "Date 2013/2014 Keywords Applicant Tracking Career Sites Employer Brand Management
BACKGROUND Bristol-Myers Squibb is a global BioPharma company firmly focused on its mission to discover, develop and deliver innovative medicines that help patients prevail over serious diseases. Their global employer value proposition (EVP) is well-known worldwide apart from Greater China.
SOLUTION BMS’ Global EVP “Leading from the Front” was expressed using a theme called “Leading Lights”. Our job was to reinterpret that theme and make it applicable to the Greater China Market. Maximum identified the most effective messages for the target audience and adapted the art direction to fit. Photography now used forced perspective and “broken” depth of field effect to create metaphorical visuals. The distant lights represented career goals and ambitions, which the viewer was reaching out for through first person photography. In addition to the advertising concepts, Maximum also build a careers site, with rich media and a custom integrated applicant tracking system.
SOLUTION BMS’ Global EVP “Leading from the Front” was expressed using a theme called “Leading Lights”. Our job was to reinterpret that theme and make it applicable to the Greater China Market. Maximum identified the most effective messages for the target audience and adapted the art direction to fit. Photography now used forced perspective and “boken” depth of field effect to create metaphorical visuals. The distant lights represented career goals and ambitions, which the viewer was reaching out for through first person photography. In addition to the advertising concepts, Maximum also build a careers site, with rich media and a custom integrated applicant tracking system.
Maximum took the EVP and developed a campaign, including employer branding concepts and careers website, which were both aligned with the global EVP and relevant and resonant to the local market. The campaign included a careers website, videos and print ads.