Freshworks, an Indian tech giant newly relocated to Silicon Valley, was growing fast yet struggling to attract top talent in North America and Europe, especially competing against giants like Google, Meta, and Apple. To reflect its startup roots and stand out as a fresh, recognizable name, the brand aimed to position itself as a cool newcomer.
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We conducted extensive research to understand what motivated and engaged Freshworks employees. Based on these insights, we developed a strategy to reframe the company’s EVP, aligning it both with the consumer brand and Freshworks’ commitment to their employees’ wellbeing.
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To bring this strategy to life, we created a comprehensive employer brand, which was brought to life through a social media campaign that included original photography, copy, and a series of short documentaries.