Extending your promise to potential talent
Becoming an employer of choice
After we helped Allergan develop its distinct corporate brand, the company needed to extend its story to its recruitment efforts. During a time of tremendous growth, Allergan needed to more clearly define and communicate its culture and promise to potential employees. The company asked us to help it tell it’s multi-faceted story in a way that would attract desired candidates, particularly for the business segments for which Allergan wasn’t as well known.
Tailoring the brand story
We created a recruitment program to help Allergan connect with potential employees. Through a series of key stakeholder interviews, we identified the benefits of working at Allergan, defined its internal culture and articulated the breadth of products and opportunities to potential candidates. We used these insights in a campaign that targeted high-performing, goal-oriented individuals as part of the company’s recruiting strategy over the next few years. The theme line “Opportunity. Meet Potential” captured the essence of Allergan’s appeal and built off the greater corporate promise. This was supported by imagery directly connected to the corporate brand. The full campaign included messaging, advertising, a trade show booth, collateral, employee referral elements and a candidate kit.
Meeting exceptional recruiting demands
At the time, Allergan was experiencing the greatest demand the company had ever had for recruiting people. As Allergan experienced major growth and acquired companies, there was a real need to attract quality talent. In working with Allergan to extend its corporate brand to its recruitment efforts, we helped the company ultimately hire the talent it needed to continue to be successful.
Brand audit and assessment
Brand positioning and platform
Messaging and voice
Brand photography library
Employee and recruiting communications