We created belief...

In the highly competitive biotech market, the war for talent has never been fiercer. 

 

To help positively impact the lives of the 2.5 billion people that count on it, GSK has to leave no candidate or colleague in any doubt that it’s a great place to work.

 

So, they asked RY for help defining the ‘thriving’ culture they wanted to promote and a programme that could both recruit and retain talent across 35 countries; allowing local markets to create compelling content across the whole employee journey.

Research revealed that candidates wanted to know what the employee experience was really like, beyond the normal corporate pitches found in most recruitment campaigns.

 

This insight drove the core idea of ‘It’s personal’, and we set about showcasing the diverse backgrounds, motivations and unique stories of those working at GSK, told in people’s own authentic voices.

 

Pushing the brand creatively and adding depth to the impact, we developed a dynamic and ownable prism device to consistently frame the different perspectives and motivations of their stories.

From recruitment to alumni, we plotted the campaign across the whole employee lifecycle to strengthen culture and drive success across key moments.

 

With film at the heart, the campaign aligned various different teams through a flexible approach across both professionally shot and user generated content. It was then activated across a number of internal and external touchpoints to amplify reach.

In the six months since launch, the campaign is on track to meet or exceed benchmarks across all internal and external channels, with click throughs to GSK’s careers page from LinkedIn and YouTube outperforming by an average of 45%. Applications from socials were up 18.2% and employer reputation up 3.1 points in the Global Employer Brand Index, putting GSK at the top of the leader board amongst other biotech’s.

 

Internally the campaign reached nearly half of GSK’s global employee base of 70,000+ people, improving employee advocacy, contributing to 50% more talent referrals and increasing ratings of job satisfaction.