— PROJECT NAME
Siemens
Employer Branding
— ROLE
Copy Director
@ R/GA London
— DATE
2016-2017
Siemens faced a problem. The world saw it as a home appliances brand when, in truth, it’s the biggest engineering innovator in Europe. Top engineers were looking elsewhere for jobs and Siemens was losing out to its competitors.
Meanwhile, inside the company, Siemens had grown so large that their people had lost sight of their shared mission.
I was part of a huge team that built a warmer and softer employer brand from scratch. It gave new talent an insight into what it’s really like to work at Siemens. And a voice to the people who worked there, making a difference every single day.
A new tone of voice
I wrote the TOV guidelines for the new Siemens Employer Brand. It became a pivotal document and informed absolutely everything we wrote for the next three years – across all channels, markets and mediums. The key pillars for this new way of speaking to the world? Be conversational, thoughtful and open.
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Rethinking Jobs & Careers
Leading a team of five writers, I redeveloped the content on the global Siemens Jobs & Careers site. The goal was to put the focus back on employees and how they were improving society. The pages we wrote for markets like India and the Middle East are great examples of this, with a focus on regional success stories.
Telling their own stories
A lot of our writing was editorial in nature: I went to Munich and Nuremberg to interview key Siemens staff and write articles about their groundbreaking work. From robots and electric planes to diversity and refugees, we gave a voice to the people of Siemens. And the passion for their work spoke for itself.
Siemens 360° app
We customised 300,000 VR cardboard viewers and gave them to employees around the world. Then we built the Siemens 360° app and shot a film series called FutureMakers. With the VR viewers and the app, users could immerse themselves in the worlds of their colleagues. I wrote all of the UX copy for the experience.
Hit ‘play’ to see the app in action 👇
Job Ad Builder
We also built a new tool, driven by AI, to help Siemens write their job adverts. With so many markets and sectors across the globe, Siemens job descriptions had become inconsistent. Our Job Ad Builder changed that.
Users entered the criteria for the job they were posting, and the AI wrote a first draft of the ad for them. I wrote the logic for the system behind the tool: the rules for grammar and syntax and the master copy for regions/divisions/job roles, etc.
One intuitive tool for millions of job descriptions.
Our case study for the entire Siemens Employer Branding project. Three years of hard, rewarding work!