Context

A multinational B2B manufacturing and technology firm approached us with a talent problem. They were struggling to hire and retain employees in their top manufacturing plants.To appeal to a new generation of workers, they needed a fresh approach to employer branding and communications that would drive awareness with new talent and inspire existing employees.

Challenge

Shifting labor force dynamics and a lack of brand awareness contributed to hiring challenges. While the manufacturing work was seen as stable and predictable with good benefits, it failed to connect to a new generation of talent who seek flexibility, autonomy, and purpose-driven work.

Solution

We developed a new brand platform that brought stories of employee impact to life, helping employees see their work in action and connecting to a new generation of talent. Additionally, we identified opportunities for workplace improvements to enhance employee satisfaction and engagement. By showcasing the impact of employees' work and appealing to the aspirations of the modern workforce, the company experienced a surge in talent interest and a deeper sense of purpose among its employees.