Merck Serono
Encapsulating the employer brand of a newly founded organisation is quite a challenge - particularly in the early days of its evolution. Merck Serono came into being in January 2007 when Merck KGaA, a German chemical and pharmaceuticals group, acquired Serono, an Italian biotech company, creating a new pharmaceuticals division within the Group. By November of 2007 the integration was complete and the company needed to raise its profile in the employment marketplace across Europe and beyond.
To arrive at a compelling and accurate EVP that would be enthusiastically received by employees and potential candidates alike, differentiating the organisation in the crowded and highly competitive pharmaceuticals marketplace, we undertook a short phase of research activities that took us to the heart of the organisation.
Depth interviews with a wide variety of recruitment consultants who work on behalf of the organisation, a detailed review of internal communications materials published during and post integration, and a study of the findings of the internal culture survey enabled the identification, definition and evolution of 'Emerging Themes and Messages'. These in turn, directed the development of the creatively-led attraction campaign currently running in press, online and via internal communications channels and materials. 'Take a Closer Look' utilises striking, beautiful images that stimulate curiosity and make clever use of visual analogy to convey the themes and messages to the target audience groups. It's different, it's arresting, it's compelling - and it has longevity.
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