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Global Message, Local Meaning - Bristol-Myers Squibb
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  • 1. 1© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved CASE STUDY A localised EVP to attract talent in Greater China. Client Bristol-Myers Squibb " Region China " Date 2013/2014 Keywords Applicant Tracking Career Sites Employer Brand Management GLOBAL MESSAGE LOCAL MEANING
  • 2. 2© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved BACKGROUND Bristol-Myers Squibb is a global BioPharma company firmly focused on its mission to discover, develop and deliver innovative medicines that help patients prevail over serious diseases. Their global employer value proposition (EVP) is well-known worldwide apart from Greater China.
  • 3. 3© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved BRIEF Localise BMS’s global EVP for the Greater China region
  • 4. 4© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved SOLUTION BMS’ Global EVP “Leading from the Front” was expressed using a theme called “Leading Lights”. Our job was to reinterpret that theme and make it applicable to the Greater China Market. Maximum identified the most effective messages for the target audience and adapted the art direction to fit. Photography now used forced perspective and “broken” depth of field effect to create metaphorical visuals. The distant lights represented career goals and ambitions, which the viewer was reaching out for through first person photography. In addition to the advertising concepts, Maximum also build a careers site, with rich media and a custom integrated applicant tracking system.
  • 5. 5© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved http://careers.bms.com.cn
  • 6. 6© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved SOLUTION BMS’ Global EVP “Leading from the Front” was expressed using a theme called “Leading Lights”. Our job was to reinterpret that theme and make it applicable to the Greater China Market. Maximum identified the most effective messages for the target audience and adapted the art direction to fit. Photography now used forced perspective and “boken” depth of field effect to create metaphorical visuals. The distant lights represented career goals and ambitions, which the viewer was reaching out for through first person photography. In addition to the advertising concepts, Maximum also build a careers site, with rich media and a custom integrated applicant tracking system.
  • 7. 7© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved DETAILS http://careers.bms.com.cn Maximum took the EVP and developed a campaign, including employer branding concepts and careers website, which were both aligned with the global EVP and relevant and resonant to the local market. The campaign included a careers website, videos and print ads.
  • 8. 8© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved DETAILS Each business unit had an overview which was presented by the head of that unit.
  • 9. 9© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved MODERN A modern design layout within the pharmaceutical industry. REAL A video where employees gave their own answers within scripts. EXPLAINING A leader of each business unit explains in an interview “Why join me?” TALENT POOL Build a talent pool with The BioPharma Talent Club by sharing BioPharma news, facts and tests. INNOVATION Automatically parse information for CV’s into the application form. GAMIFICATION Find 3 lights to become member of The BioPharma Talent Club.
  • 10. 10© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved For more information, talk to me. Emile MacGillavry Managing Director! ! ! T: +86 139 1811 0043 E: emile.mac.gillavry@maximum.com W: maximum.com/emile-mac-gillavry NEXT STEPS
  • 11. 11© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved HONG KONG ROTTERDAM SHANGHAI SINGAPORE Room B117, B201 - B203 570 HuaiHai Xi Lu Shanghai 200052 People’s Republic of China T: +86 21 52 305 321 MAXIMUM.COM © 2014 Maximum Employment Marketing Group. All rights reserved. All content is private and strictly confidential and is the property of Maximum Employment Marketing Group Limited.