Employer Brand Marketing
Talent is the core of any business and having a strong employer brand is essential in acquiring and maintaining the top scientists in the world. I helped Eurofins | EAG Laboratories position itself as the place to be for potential and current employees.
Project Management and Strategy
I created, managed and implemented the #LifeAtEAG campaign. Extensive market research coupled with my own strategic problem-solving skills allowed for the creation of a unique employer value proposition (EVP) that persuaded change-averse leadership to be on board with the rebranding.
Background
Eurofins Scientific
A multi-billion-dollar international life sciences company, providing a unique range of analytical testing services to the biggest companies in the world across multiple industries. They perform over 450 million tests every year in 59 countries operating 940 laboratories.
EAG Laboratories
EAG Laboratories has over 40 years’ experience in materials testing services with 2,500 instruments in over 20 locations worldwide. Their multi-disciplinary expertise in materials and engineering sciences markets helps the biggest tech companies in the world accelerate innovation.
Eurofins | EAG Laboratories
In 2017 Eurofins acquired EAG Laboratories widening the scope of their advanced investigative testing to industries such as high tech, aerospace, defense, medical devices, chemicals and semiconductors.
The Problem
Outdated and Unclear Branding
EAG Laboratories is a global leader in materials testing services and is at the forefront of innovation, but its marketing materials are outdated, filled with heavy uninspiring copy, and has a non-existent employer brand.
Research
Interviews Glean Insights
I approached Eurofins | EAG Laboratories to build their employer brand from the ground up.
I facilitated interviews with current employees and qualified young adults entering the hiring market. These talks revealed that the talent market for scientists were changing as rapidly as the media industry. Candidates with high-value skills sought employers that provided more than just a job.
EAG had a lot to offer, but had been too passive; they needed to express their value explicitly and help candidates envision themselves at EAG.
Interviews
In-depth interviews with management, employees and job seekers
Survey
Learn employees and managers' perception of EAG's culture
2nd Party Data
Identify trends in employee recruitment, cultural values and expectations
Ideate
Facilitate ideation meetings with management given insights from research
Campaign Proposal
After identifying the vital issues impeding employee recruitment, I created a campaign proposal slide deck and facilitated mock-pitch sessions with the other intern I was working with in preparation for the pitch to company executives. Earned company acclaim following final presentation to the board, persuading a change-adverse leadership to approve the campaign for swift implementation.
Web Design
EAG Careers Webpage
I developed a responsive EAG Careers webpage with sleek and informative material designed to increase engagement with the world’s best scientists and engineers using Adobe XD, WordPress, HTML, CSS, Elementor and SEO best practices.
The release of the webpage and promotions on our social media channels increased global website traffic by 40.8% and time on site increased 121.3%.
The webpage’s look and feel was later adopted by the entirety of eag.com
Content Prodution
Life At EAG
Working during COVID restrictions made getting new photos incredibly hard for the first three months, so instead I relied on coordinating, recording and editing virtual interviews to help candidates get a sense of the type of people at EAG and how the work they do impacts the world around us.
Once COVID restrictions were lifted, I was able to schedule photoshoots at several lab locations collecting a variety of posed and candid photos of employees. These photos were critical in our marketing materials as our main campaign goal was to help prospects envision themselves in our labs and feel a connection with the company.
Hybrid Job Fair Banners and Brochures
While assisting with campus recruitment, I created several banners, social media graphics, and interactive slideshows with motion graphics to help EAG stand out both in-person and online. I helped organize and facilitate Q&A panels with our scientists during in-person events and catered digital promotional materials according a variety of demographic factors.
DEI Council
As a member of EAG's Diversity, Equity and Inclusion Council I helped created informational posters for heritage months and created graphics for "Celebrating the Women of EAG" and "Summer of Stem" campaigns. I worked to ensure promises of equity were lived up to by advocating for the inclusion of closed captioning in all videos and webinars for deaf and hard of hearing individuals. I called out bias and potential barriers in job postings and lead discussions on tokenism and the emotional labor placed on employees being asked to help showcase our diversity or speak on their experiences or identity.
Pride Month
Disability Independence
AAPI Month
Suicide Prevention
Summer of STEM
Women of EAG
New Hire Newsletter
Other Events
