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EVP & Recruitment
Marketing Campaign

The Brief

C&B was asked to retool RBC’s Employee Value Proposition to better reflect the current realities of employees and the broader labour market in the wake of historically low unemployment rates.

We were tasked with following this up with the creation of a new employer brand platform and broad recruitment marketing campaign to attract better talent, rebuild company morale, and decrease attrition rates.
Background

Background

Freshworks–an Indian tech giant that had recently relocated to Silicon
Valley–was struggling to attract top talent in North America and Europe.
Freshworks needed to revamp their employer brand to better reflect the
startup's ongoing meteoric growth and bring in top performers.
Freshworks–an Indian tech giant
that had recently relocated to
Silicon Valley–was struggling to
attract top talent in North
America and Europe.

Freshworks needed to revamp
their employer brand to better
reflect the startup's ongoing
meteoric growth and bring in
top performers. 
RBC is Canada’s largest
bank, with over 89,000
employees around the globe.
‍
In the wake of the
pandemic and the Great
Resignation, it was looking
for help conveying all of
the possibilities and
benefits that could come
from a career at the bank.

The Brief

C&B was asked to retool RBC’s Employee Value Proposition to better reflect the current realities of employees and the broader labour market in the wake of historically low unemployment rates.

We were tasked with following this up with the creation of a new employer brand platform and broad recruitment marketing campaign to attract better talent, rebuild company morale, and decrease attrition rates.
RBC wanted to attract
better talent, rebuild
company morale, and
decrease attrition rates.

C&B was tasked with
coming up with a new
employer brand
campaign that:

The Brief & Insights

  • Freshworks was competing for talent with heavy-hitters
    like Google, Meta, and Apple
  • They wanted to position themselves as a cool newcomer,
    different than the others
  • Employee attraction, engagement, and retention was a
    top priority
  • Name recognition was a major goal
  • Freshworks was competing
    for talent with heavy-hitters
    like Google, Meta, and Apple
  • They wanted to position
    themselves as a cool
    newcomer, different than
    the others
  • Employee attraction,
    engagement, and retention
    was a top priority
  • Name recognition was a
    major goal
C&B was tasked with coming up with a new employer brand campaign that:
  1. Reimagined their Employee Value Proposition
  2. Invented a tagline that worked seamlessly with RBC’s Unifying Advertising Expression
    Ideas Happen Here.
  3. Come up with a new employer brand platform and broad recruitment
    marketing campaign that inspired and excited existing and potential employees, alike.
  • Reimagined their Employee
    Value Proposition
  • Invented a tagline that worked
    seamlessly with RBC’s Unifying
    Advertising Expression Ideas
    Happen Here.
  • Come up with a new employer
    brand platform and broad
    recruitment marketing campaign.
Insights
C&B uncovered the following insights through our research:
  • The Great Resignation and the War for Talent forced RBC to reimagine the complex relationship between employer & employee and work & life.
  • What was attractive about RBC is that it offered employees interesting opportunities and possibilities on one hand,
    and stability and security on the other hand.
  • Employees wants and needs differ from person to person and change over time.
  • Employees are looking for careers that fit their lives and lifestyles.
The Solution
Our solution started with reimagining RBC’s Employee Value Proposition.

To focus our campaign, we started by dividing employees into five
categories that coincided with their phase of life and stage of career.
‍
This allowed us to personalize and better target content.
We focused our campaign by dividing employees into
five categories that coincided with phase of life and career stage.
‍
This allowed us to personalize and better target content.

The Solution

We did extensive research into what motivated and engaged Freshworks employees.

Based on those findings, we developed a strategy, reframing Freshworks’ EVP to align with the
company’s consumer brand and commitment to their employees’ overall happiness.
And we created employer brand guidelines to guide Freshworks into their future.
We did extensive research into
what motivated and engaged
Freshworks employees.

Based on those findings, we
developed a strategy, reframing
Freshworks’ EVP to align with the
company’s consumer brand and
commitment to their employees’
overall happiness. And we created
employer brand guidelines to guide
Freshworks into their future.
Using the employer brand
guidelines, we created a digital and
social employee recruitment
advertising campaign that used
original photography.

We wrote the copy and developed
the layout and design for
campaigns that ran on Instagram,
LinkedIn, and Facebook.
Using the employer brand guidelines, we created a digital and social employee recruitment advertising
campaign that used original photography. We wrote the copy and developed the layout and design for
campaigns that ran on Instagram, LinkedIn, and Facebook.
We conceptualized, shot, produced
& edited short documentaries,
featuring six employees from
around the world.
We conceptualized, shot, produced & edited short documentaries,
featuring six employees from around the world.
We wrote a number of articles,
blogs and white papers for
Freshworks, which were
disseminated internally, in
magazines, on blogs, and on
LinkedIn.
We wrote a number of articles, blogs and white papers for Freshworks,
which were disseminated internally, in magazines, on blogs, and on LinkedIn.
This included the creation of a visual style guide, icons, and templates that have
been rolled out across the enterprise and is used to guide all external-facing
recruitment efforts and internal-facing employee engagement efforts.

3. The Virtual Reality Experience

The next hurdle was teaching participants how to recognize their own mental and physical health issues,
and embracing new habits that would help them lead healthier and happier lives.

The solution was gamifying the lesson through a VR experience. Using a Meta Oculus headset,
participants learned how their own choices affected their overall health.

The group was also introduced to meditation and other mindfulness techniques.
The next hurdle was teaching
participants how to recognize their
own mental and physical health
issues, and embracing new habits
that would help them lead healthier
and happier lives.

The solution was gamifying the
lesson through a VR experience.
Using a Meta Oculus headset,
participants learned how their own
choices affected their overall health.
The group was also introduced to
meditation and other mindfulness
techniques.

4. The Graphic Novel

The lessons from the VR experience and animated movie were distilled into a
graphic novel that participants kept as a resource.

The graphic novel mixed entertainment with helpful tips in order to make it a
reference book that they’d actually read, use, and hang onto.
The lessons from the VR experience
and animated movie were distilled
into a graphic novel that participants
kept as a resource.

The graphic novel mixed
entertainment with helpful tips in
order to make it a reference book
that they’d actually read, use, and
hang onto.

Digital and Social

We created the copy, photography, and layout for
LinkedIn, Instagram, and Google banner ads to drive
visits and applications on RBC’s career site.
We created the copy, photography,
and layout for LinkedIn, Instagram,
and Google banner ads to drive
visits and applications on RBC’s
career site.

Out of Home

We created an out-of-home campaign in
targeted locations to reenforce the idea that
RBC is an ideal destination for top talent.
We created an out-of-home
campaign in targeted locations to
reenforce the idea that RBC is an
ideal destination for top talent.

Documentary Film &
Animated Storytelling

To help bolster application numbers for other
RBC business divisions, C&B developed a series
of documentaries and animated shorts that told
real stories of real RBC employees.

The Results

Since releasing the new EVP and the accompanying marketing campaign:
Since releasing the new EVP and
the accompanying marketing
campaign:

Drop

in employee attrition rates

Increase

in Careersite Traffic

Impressions

EVP Related
C&B Studios Inc. © 2023.
C&B Studios Inc. © 2023.