Fresh EVP improves global sourcing for life sciences leader

Challenges

Boosting employer brand to improve sourcing

Becton Dickinson (BD), a global medical technology company, partnered with Cielo to boost hires at its office in Grenoble, France, which hires around 200 people every year. To find qualified senior-level life sciences hires, sourcing often must be done outside of France.

Attracting individuals from outside the local area requires compelling brand messaging. The decision to relocate also often involves partners and family members. Effectively messaging this life change, as well as creating a suite of marketing assets that would enable candidates to engage with BD, was an essential part of improving the employer brand in the eyes of an external audience.

Solutions

Creating an EVP leader

After Cielo proposed a list of assets and methodology to BD, they agreed on a timeline and budget. The goal: to define, enhance, and showcase a refreshed and magnetic employee value proposition (EVP).

There was no existing messaging for the Grenoble site, so Cielo made a weeklong visit to BD’s Grenoble office with leadership and family insight interviews while conducting two focus group workshops. The team also ran a two-day photo shoot to capture the essence of Grenoble and bring the BD location to life. The assets designed as a result included:

• A bilingual microsite
• Relocation story sheets, told by families
• Leader story sheets
• Grenoble story sheet
• EVP infographics
• Relocation infographics
• Image library for Grenoble and the BD site

Results

Improved talent attraction, internal employee engagement

BD’s talent acquisition strategy alongside the RPO partnership with Cielo led to:

• Full adoption and use of assets by BD recruiters and talent marketers
• Greater leadership alignment around what makes the BD businesses unique
• Positive internal engagement and enhanced pride in BD from everyone touched by the program
• A satisfied client team