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Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
Unilever Employer Brand
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Unilever Employer Brand

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  • 1. ContentsWelcome to your toolkit 3Our activation standards 4Brand introduction 5Putting customers first 5Building a brand 6Making customers smile 8The Peoplelink brandkey 9Basic elements 16Overview 17Our look and feel 18Icons/use of patterns 19Colour palette 20Use of colour 21Typography 22Using the Unilever logo 23Photography 24Stationery 25Overview 26Letterhead 27Continuation sheet 28Compliment slip 29Envelopes 30Business card 31Address label/sticker 32Forms (?) 331 EMPLOYER BRAND GUIDELINES APRIL 2005Adding vitality tothe employer brandGuidelines, version 2, May 2005CONFIDENTIAL
  • 2. Vitality and the employer brandDear ColleaguesThe continuing success of Unilever depends largely on our ability to recruit andnurture the best talent in all areas of our operations. To position Unilever as theemployer of our choice in all our markets, we need a strong and consistent brandand brand expression. Our new employer brand will be a stretch for some of us,but one that we can readily achieve. We all need to commit to fulfilling the brandpromise if we are to build the capability we need to make the business win.The new employer brand is closely aligned with our overall vitality mission andbrand. We need to project vitality in everything we do. The brand expressiondetailed in these guidelines will help us achieve that.Brand expression covers much more than just a logo. It’s about how we look, whatwe say, how we say it and how people experience Unilever. Correctly implemented,the new employer brand will help us position Unilever as a top choice for top talent.These guidelines will help you bring the new employer brand to life. It is importantthat everyone follows the principles outlined here consistently, so that we speakwith the same voice.We want to attract the best of the best. This is the start of a journey to defineand re-establish our leadership position externally. These guidelines should giveyou a flying start.Sandy OggChief Human Resources OfficerEMPLOYER BRAND GUIDELINES APRIL 2005 P R I N TG O T O< <I N D E X
  • 3. 1 Employer brand 1The need for change 2Who we want and what we offer 3Our brandkey 52 Bringing the brand to life 6Overview 7Communication model 8Substantiation stories 9Customer journey 10Communications planning 11Campaign advertising 13Other communication materials 24Campaign activation 293 Construction guidelines 34Basic principles 35Campaign advertising 39Ad-hoc (below the line) recruitment advertising 49Event posters and banners 544 Artwork assets 57Overview 58‘Could it be U’ line and logo library 59Visual reference – photography assets 60Visual reference – recruitment advertising 61Photography library 62Ready-made templates 635 Contact/help 64ContentsEMPLOYER BRAND GUIDELINES APRIL 2005This guide is about how to express the Unileveremployer brand worldwide – both visually andverbally. It contains strategy principles, the do’s anddon’ts of our visual identity and practical examples.It is for use by everyone in Unilever involved inrecruitment and specifically those who brief, createor manage the production of communicationmaterial. It replaces all previous versions of ouremployer brand guidelines and should be readin conjunction with the Unilever brand guidelines.
  • 4. Section 1Employer brand1 EMPLOYER BRAND GUIDELINES APRIL 2005 P R I N TG O T O< <I N D E XThe need for change 2Who we want and what we offer 3Our brandkey 5
  • 5. The need for changeThe Unilever employer brand is changing. The catalyst is the newUnilever corporate brand and mission – we need to project the ideaof vitality in everything we do.Our vitality mission will stretch us as an organisation, demanding moreinnovation, more engagement with the outside world, and still greatercommitment to making a difference to people’s lives. We need to attractthe best talent and develop their capabilities to achieve that mission.P R I N TG O T O< <I N D E X2 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 1 EMPLOYER BRANDThe change comes at an opportune timefor us. The recruitment of best talent hasbecome a more and more competitivetask. Unilever has to compete with evermore sophisticated and more aggressiverecruitment techniques of traditionalemployers, and with new (and thereforecompelling) propositions from the hightech players.Worse still, in many parts of the world,the FMCG sector is seen as staid, boring,and slow. We’re no longer attracting thetop tier of candidates. We need to changeall that. We need to shift perceptionsamong candidates about what kind ofemployer we are.Moreover, Unilever must address a talentpool whose expectations of employmentand careers have changed. They tend tobe less committed to long or mid termemployment, more demanding of trainingand development, more interested inemployer values and social responsibility,and more concerned about work-lifebalance.Based on this, we have redefined ourbrandkey insight as – they want to make animpact on their career, their life, the business,society and the way people see them.We need them to see us as first division.And we need to target the very bestpeople, rather than attracting a hugerange of potential candidates of widelyvarying calibre.Clearly there is a real need in thisenvironment for Unilever to be moreassertive and coherent in the presentationof its employer credentials.The vitality mission will help us do that.We need to speak louder and morecompellingly about our achievementsin adding vitality to life. And we needto show people that work at Unileveris challenging, stretching and exciting– in other words, that we add vitalityto business life.
  • 6. 3 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 1 EMPLOYER BRAND P R I N TG O T O< <I N D E XWho we want…In a nutshell, the best of the best. We’re looking for people who wantto do real business, and who are committed to making a difference. Wewant people who understand the enormous potential and excitement ofbrands. We want them to be enthusiastic, creative and rigorous, to behungry for success, have empathy for others, and be confident in teams.Above all, we want people who share our fundamental values – care,connect, create and act.careRespect is central to the way we behave. We care about individuals, about our impact on the communities andthe environment, and about the social impact of our brands.connectWe need to work well in teams and across conventional business categories. We also place high importanceon connecting with the world around us – with consumers, with trends, and with innovation in other industries.createWe are creative thinkers, constantly seeking new ways to inspire and excite consumers, and to innovate in allareas of the business.actWe need to be able to translate ideas into decisive action, take on big challenges, and have the passion to makethe business win.P R I N TG O T O< <I N D E X
  • 7. …and what we offerOur target candidates are demanding people who want to make animpact. We need to offer a deal that matches both their needs andaspirations as well as our business needs. They need to understand thatUnilever offers them more space and more opportunities to achievetheir potential in their own way than other firms. By this we mean:respecting the individual and his/her personality and giving themownership of their careers by helping them to make informed choices.Four key benefits get this idea across.1. We’re the home of brand marketing excellence.2. You’ll learn from the best.3. A rich, diverse, challenging work environment.4. A global business with truly local connection.To be effective, they need to be backed up by evidence and stories.In our brandkey – Reasons to believe – we provide evidence of thesebenefits. There are some examples in the pages which follow, (see page9, Substantiation stories), but the best ones will come from your ownregions and own experience.4 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 1 EMPLOYER BRAND P R I N TG O T O< <I N D E X
  • 8. INSIGHTCOMPETITIVE ENVIRONMENT TARGETI want to make a real difference• Passionate people who want to doreal business and have the potentialto be highly motivated by brands.• Enthusiastic, creative and rigorous.Hungry for success, with an empathy forothers, and confident in teamsReputable organisationsplaying for top talentREASONS TO BELIEVEVALUESDISCRIMINATORBENEFITSUnilever offers me more space toachieve my potential in my own way• Care: accountable & responsible ofour actions, and embracing diversity• Connect: in & out to gain deepinsight of diverse people’s lives• Create: constantly seeking new waysto inspire and excite consumers• Act: and challenge with the passionto make the business win• Working in the worldwide homeof brand excellence where you canmake a real impact• Learning from the best, both internallyand externally to build your skills• Experiencing a rich, diverse, challengingwork environment• Contributing to an international businessthat is truly locally connectedthereby feeling good about my work,having fun and getting more out of life• Winning brands connecting with150 million people every day• A successful and respected company withinternational team working and meaningfullocal jobs• Inspiring leaders and passionate people enableworld class training and personal growth• Open culture where individuals and differencesare valued• Socially responsible globally and locallyAdding vitalityto business lifeESSENCEROOT STRENGTHExpertise in brandsand brandingInternational businessthat is truly localWorld class training Longevity/stabilityAll Unilever brands – from Dove to Magnum– have a brandkey. It is our proprietary toolfor defining and developing our brands.The brandkey is extremely useful for anumber of reasons:It is a simple summary of our brand, thatmakes it easy for everyone to understandwhat makes it special and what it stands for.It is designed to inspire everyone involvedwith the brand to think creatively about howto bring the brand to life for customers:sparking ideas for new product developmentand communications. It’s a vision for how thebrand should be at its very best.It also provides a framework for the brand,setting limits for development, and ensuringthat the power of the brand is not diluted.If a new idea does not fit the brandkey, it isnot right for the brand.Brandkeys are the basis for consistentcommunications and development. However,they are not fixed in eternity. They shouldbe periodically reviewed in the light ofemerging customer trends and issues andcommercial opportunities, in our case ourbusiness strategy and our people’s capabilityneeds. The brandkey should be a living tool.This is why we’ve developed our brand keyin line with our new corporate brand andvitality mission, including a new addition –root strength. This focuses on the keystrengths of Unilever. They may not be thebenefits we focus on in selling our message,but they are fundamental to our success.Our brandkey vision5 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 1 EMPLOYER BRAND P R I N TG O T O< <I N D E XCONFIDENTIAL – FOR INTERNAL USE ONLY
  • 9. Section 2Bringing the brand to life6 EMPLOYER BRAND GUIDELINES APRIL 2005 P R I N TG O T O< <I N D E XOverview 7Communication model 8Substantiation stories 9Customer journey 10Communications planning 11Awareness campaign advertisingOverview 13Advertising summary – key elements 14– 1. Facts and stories 15– 2. Headline 16– 3. Body copy 17– 4. Visuals 18– 5. Could it be U 19– 6. Product brand logos 20Formats – portrait/landscape 21Ready-made executions 22Governance on creating new ads 23Other communication materials 24Ad-hoc (BTL) recruitment advertising - 2 formats 25Website 26Literature 27Office environment 28Campaign activationOverview 29Essence, platform and idea 30Guideline principles for recruitment events 31Activation examples 32– Exhibition materials 33
  • 10. OverviewThe Unilever Employer Brand was established in September 2000 as a singleglobal vehicle through which Unilever could articulate its employer credentialsin a focused and consistent way.The employer brand is now entering a new phase of development. It needs toembrace the Unilever vitality mission and brand, and it needs to step up a gearin attracting the very best talent. It must also develop more sophisticated toolsfor performance monitoring and segmentation.The new employer brand is based on an advertising campaign and an activation platform designed to attract a highercalibre of candidates. Both the campaign and the activation platform use the idea of ‘challenge’ – challenging candidates’perceptions of the FMCG sector, of Unilever, and of themselves. The underlying question is whether they are good enoughfor Unilever – candidates need to consider how well they fit with the company and its values.The advertising campaign is based around surprising or impressive business facts that challenge candidates’ perceptions of theFMCG sector or of Unilever itself, encouraging them to reconsider Unilever as a potential employer. It uses the endline, ‘Couldit be U’ to pose a challenge either to recruits or to Unilever.The activation platform is also based around the idea of challenge. Activations should be designed around Unilever challengingcandidates to do something, candidates challenging themselves, or candidates challenging Unilever. This is a new direction forthe employer brand, and one where we can make a big impact.The following guidelines will help you bring the campaign and the activation platform to life – creating a more relevant andmore dynamic employer brand that reflects our overall vitality mission and brand.7 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 11. SINGLEHIGH GROUNDTHOUGHTUNIFYINGCREATIVEVEHICLECORECOMMUNICATIONTHEMESSUBSTANTIATION(Stories)WORKINGTHROUGHMULTIPLEMEDIAADDINGVITALITY TOBUSINESS LIFEINTERESTING ANDSURPRISING STORIES/FACTS ABOUT UNILEVERTHEHOMEOF BRANDMARKETINGEXCELLENCELEARNINGFROMTHE BESTRICH/DIVERSEEXPERIENCESINTER-NATIONALBUSINESSWITH TRULYLOCALCONNECTIONHELLMANN’SOMO/SKIP NUMBER 2KALAHARI YELLOWSTONEOur employer brand is more akin to aservice brand than an FMCG. Like servicebrands it requires a more flexiblecommunications vehicle that can embracea broad range of communication themesand substantiating messages.Our model works like this:– a single high ground thought:“adding vitality to business life” –the brand essence– a unifying creative vehicle: interestingand surprising stories or facts aboutUnilever – with an authoritativeconsistent art direction– the four communication themesidentified as benefits in the Brandkey– substantiated by interesting andcompelling Unilever storiesCommunication model8 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 12. Our target candidates need to understand that Unilever offers them more space and more opportunities to achieve their potential than other firms. Four key benefits get thisidea across. To be effective, they need to be backed up by evidence and stories like the examples given here.1. THE HOME OF BRAND MARKETINGEXCELLENCEPortfolio of world class, high profile andconstantly evolving brands; 150m peopleusing everyday• Every day 150 million consumers in over100 countries use our products.• We’ve been writing the rules ofbranding for over 100 years – from theworld’s first brand, Sunlight soap,to world-class brands like Dove, Omo,Flora, Lipton, and Knorr.• We do some of the most creativemarketing in the world. Dove’s ‘realbeauty’ campaign is shaking up thebeauty industry. Omo’s ‘dirt is good’campaign encourages kids to get dirty– because that way they can get morecreative. Brand activation like the Floramarathon is world-famous.• We’re now focusing on a smallernumber of great brands. And ourvitality mission concentrates our effortson healthier products that help peopleget more out of life. So our brands aregoing from strength to strength.Substantiation stories – examples2. LEARNING FROM THE BESTWorld class training programs. World classcollaborators. World class mentors• Our training programmes are worldclass. Our leadership developmentprogramme, for example, wasdeveloped with Harvard BusinessSchool and is recognised as one ofthe best in the world. In India,Unilever is known as ‘the school formanaging directors’.• We work with the best advisers, thebest suppliers and the best agencies inthe world. For example, Ann Gottlieb,the goddess of fragrance, helpeddesign our Calvin Klein fragrances.• We give people the opportunity to workwith world-class mentors. For example,our Chief Marketing Officer, SimonClift, was voted Marketer of the Yearin the UK in 2004.9 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X3. A RICH, DIVERSE, CHALLENGINGWORK ENVIRONMENTChallenging, dynamic working environmentwhere diversity is valued• We have a hugely diverse workforce,which is an enormous strength. Andwe’re making sure there’s real diversityat every level of the business.• Challenge is a way of life at Unilever –at every level. We constantly improvethe way we work and get deeperinsights into consumers’ lives. Whateverpart of the business you work in, you’llbe finding new ways to add vitalityto life.• We’re committed to making adifference to society through our workwith communities and the environment.We aim to source all our fish fromsustainable fisheries. We’re reducingour energy use throughout our supplychain. We have projects ranging frombasic hygiene campaigns to boostinggirls’ self esteem in underprivilegedcommunities. And we’re creating brandsthat have a huge social impact – likeAnnapurna salt, which helps tackleiodine deficiency in the developingworld. There’s the chance to work onprojects like these everywhere.4. A GLOBAL BUSINESS WITH TRULYLOCAL CONNECTIONGlobal business with enormous reach/potential for travel & exposure; informedby fantastic local insight• We’re truly global, employing morethan 220,000 people in 100 countriesworldwide. There are opportunities totravel, to move around, and to workwith people from many differentnationalities.• We need local insight in creating,extending and activating our brands.Our Axe Republic team, for example,spends a lot of time in the spaceswhere young men gather to have funall round the world.• While some things are centralised, weleave a lot of space for local initiative,local management, and local brandactivation. Research is a case in point:based on local insight, we developideas and innovation globally, and ourresearch centres are spread arounddifferent regions of the world.
  • 13. Unilever want you to challenge us and well as uschallenging you. By challenging people we findthis the best way to measure develepement andprogress. Our book has been designed toBook of challengesGet the best out of a Unilever futureapplication formI want to bein the houseFind out more about the Housemate challenge andthe opportunity it gives you having a future with us.The new campaign aims to direct prospectivecandidates to a local Unilever website. Thisfeatures campaign stories and suppliesinformation about Unilever career prospects.❶ Raise awareness – campaign advertisingCreates awareness and guides prospectivecandidates to the Unilever website.➋ Locally targeted communication basedon activation platformsPosters follow the advertising campaignin terms of style and content. Randomobjects placed around the campus createawareness of associated recruitmentactivities such as the HousemateChallenge (i.e. win a year travellinground the world).➌ Unilever communications (existing)– recruitment fair standsStands combine campaign theme withUnilever corporate look and feel.➍ Giveaway bagsInclude a mix of corporate and locallytargeted activation materials. For examplea corporate magazine, a book ofchallenges (students suggest ways toimprove Unilever products) and a replypaid card for the Housemate challenge.➎ Go to interview at Unilever officesCandidates experience Unilever vitalityin the workplace.➏ Get offered a jobReceive a surprising, irresistible welcomepack accompanying an offer letter.Customer journey10 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E XUnilever PLCRegistered in London number 41424Registered office Port Sunlight,Wirral, Merseyside CH62 4ZDMr Andrew OtherAddress line oneAddress line twoAddress line threeAddress line fourAddress line five1 July 2005Dear AndrewPosition of Brand Manager – HPCThank you for attending the interview last week at our London offices. We are delighted tooffer you the position of Brand Manager. Uliquip ex ea eum iriure dolor in hendrerit invulputate velit esse molestie nulla facilisis at vero eros et accumsan et iusto odio delenitaugue duis dolore te feugait nulla facilisi. Lorem elit, sed diam nonummy nibh euismodtincidunt ut laoreet dolore Ut wisi enim ad minim veniam, quis nostrud exercitationnonummy nibh euismod tincidunt ut laoreet dolore magna aliquam suscipit lobortis nisl utaliquip ex ea commodo.Duis autem vel eum iriure dolor in hendrerit in vulputate eliteu feugiat nulla facilisis at veroeros et accumsan et iusto option congue nihil imperdiet doming id quod mazim placerat.Ut wisi enim ad minim veniam, quis nostrud exerci tation. nonummy nibh euismod tincidunt ut laoreet dolore Ut wisi enim ad minim veniam, quis nostrud exercitation nonummynibh euismod tincidunt ut laoreet dolore magna aliquam suscipit lobortis nisl ut aliquip exea commodo.Yours sincerelySender’s NameTitle/Departmentc.c. Forename SurnameUnilever EuropePeoplelinkUnilever HouseBlackfriarsLondon EC4P 4BQT: +44 (0)20 7822 5252F: +44 (0)20 7822 5951/5898www.unilever.comWelcomeaboard Whatever it is, it’s in hereHandbook2005Welcome to Unilever, inside is everything you need to knowto get you started, to get you noticed and get you fitting in.Can you make the Palm treeout of the seven shapes?Keys to the door.You’re in the houseDear NikkiLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt utlaoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tationullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor inGendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros etaccumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nullafacilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tinciduntut laoreet dolore magna aliquam erat volutpat.Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex eacommodo consequatSarah Leighlaoreet dullamcorla corperpuGendrerit in vulpunaccumsan et iusto odreilisi. Lorem ipsum ddout laoreet dolore magenim aUt wisi enim ad mUt wisi enimcommcommodoJointheUnilever housefor ayear andfindoutwww.unilever.com/housematechallengeFancy the challenge?Our mission is to add vitality to life.We meet everyday needs for nutrition,hygiene, and personal care withbrands that help people feel good,look good and get more out of life➋➌➍➎➏❶RAISE AWARENESSLOCALLY TARGETED COMMUNICATIONSBASED ON ACTIVATION PLATFORMSUNILEVER COMMUNICATIONSLOCAL UNILEVER WEBSITE
  • 14. Business target Brand vision Brand auditObjectivesActivitiesScorecard(recruitment) (vitality essence) (opportunities & issues)(attitudes / behaviour)(communication / activation)(attitudes / behaviour)The model works from top to bottom,beginning with three sets of inputs (1)leading to a list of objectives (2). Anactivity plan (3) is then put together toachieve these objectives and a scorecard (4)is devised to measure the results.Of the three inputs, the first representsthe business needs for the coming year (a),the second represents the mid-term future(b) (3-5 years) and the third set of inputsdescribes the present (c). The objectives(the what we need to do) must includemoving the brand towards the vision aswell as the annual plan targets. Theactivities plan will outline how theseobjectives can be met. The scorecard posesthe question ‘Did we…?’.The business targets are about recruitment– qualitative and quantitative – and theyshould cover all work levels. The brandvision is to adding vitality to business life.Brand audit is about understanding theissues and opportunities in your particularcountry. What has worked, what hasn’t?Depending on whether you are nearer orfurther from the vision will influence theamount of time/money it is going to taketo get there.Communications planning11 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X➋➌➍❶ ❶ ❶(a) (b) (c)
  • 15. Objectives• Should relate to attitudes and behavioure.g. increase graduate perception ofUnilever as a vital businessFill graduate trainee vacancies• Should be measurablee.g. increase graduate perception ofUnilever as a vital business from X%to Y% over 12 monthsX% of those seeing the ad(s) shouldvisit the website• Need to be prioritised – you can’t doeverything at onceCommunications planning (cont’d)ActivitiesThe heart of the plan is the schedule ofactivities – this involves both communicationand activation. These are some of the keyquestions you may want to ask beforemaking decisions in either of these areas.• How to demonstrate vitality?• How to differentiate from competitors?• How to use communication andactivation synergistically?• How to divide the budget?• Which universities to target?a) CommunicationMore specifically on communication, youwill have preferences as to which of thecreative executions will work for you. Youmay have some local stories that you wantto work up as well.You’ll need to decide between single anddouble page spreads – frequency versusimpact. In this case, the agency has done atremendous job of making the single pagealmost as impactful as the double. As analternative, therefore, you may want tospend the money on multiple single pageinsertions for additional impact.Remember Vitality – try and create somesurprise by the sort of publications youchoose e.g. a listings magazine or anadventure holiday catalogue. Think whatother forms of communication you aregoing to need including those linked toactivation.• Which executions?• Single versus double pages?• Number of insertions per magazine?• Which magazines?• Other channels?b) ActivationThe activation platform is Could it be Uchallenges. You need to think what hasworked before and whether it could beadapted to this framework. What newideas might create more of an impact?A lot of this will be your judgement butyou may want to think how you could learnfrom experimentation – trying somethingout on a small scale somewhere.• What has worked before?• What has worked in other countries?• How to adapt to the new platform?• What kind of Unilever challenge?• How to experiment?ScorecardThe scorecard captures the relationshipbetween the objectives, activities and themeasures that track progress and results.It should describe your targets and who isaccountable for them and it should showthe status of your progress towardsachieving your target.12 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E XFor more information on the scorecardplease visit:http://scorecards.unilever.comFor more information on communicationplanning, please visit:http://marketingacademy.unilever.com
  • 16. As the recruitment market becomesmore competitive, it is imperative thatwe stand out from the competition.Thus we have switched our focus from‘You, the candidate’ to ‘We, the business’,because potential recruits have to knowmore about our company and how theysee themselves fitting in, and to understandwhat we offer.This means that all aspects of thecampaign aim to bring to life both theinteresting, surprising aspects of thebusiness that Unilever is, and how thisreflects the values that make Unilever aunique and diverse working environment.The advertising campaign, combined withlocal initiatives designed to engage andchallenge candidates, will encourage thebest people to work with us.Awareness campaign advertising overview13 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 17. Advertising summaryThe advertising is based on using intriguing and surprising facts aboutUnilever which are brought to life in a way that challenges peoplesperceptions of Unilever. The advertising’s main role is to drive people tothe website where they will receive further information on Unilever asa business and as a compelling career option.There are six key elements to the advertising and each of them worktogether to create a whole that is compelling and motivating to candidates:1. Facts and stories2. Headline3. Body copy4. Visuals5. Could it be U6. Product brand logosUse the following pages as a brief to help you when translating andproducing artwork for the awareness advertising campaign.Always use and advertising copywriter to translate the ads.14 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 18. 1. Facts and storiesThe key to the advertising is finding and portraying in an interesting way a surprising factabout Unilever that is relevant to your market.The key themes are the benefits reflected in the new Vitality Brand Key.1. Brand excellence2. Rich, diverse experience3. Learning from the best4. International business with truly local connectionsSee pages 5 and 9 for full details.The awareness campaign advertising uses stories that are engaging and interesting for theirtarget audiences. Our stories/facts have been carefully selected to fulfill the followingjudgement criteria:• they are challenging and surprising• they are unique and ownable• they work in the context of recruitment• they relate to one of the key themes• they are culturally relevantCopy clearance: As with all advertising, it is imperative to obtain local clearance with thelegal department, external relations and relevant project owners. Where necessary, theadvertising must abide by local regulations without taking an overly cautious approach.15 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 19. The tone of the advertising is serious,challenging and matter of fact. It is alsoonly a soundbite, not a long copy ad.The full story should always appear onthe website at the same time as the ad isrunning so that the reader can appreciatethe complete story. The headline shouldbe a statement of fact rather than a ‘spin’or emotional twist.The construction of the headline is basedon the challenge inherent in the Could itbe U sign off. The headline should placethe interesting, surprising fact squarelyat the heart of the concept, and call forpeople displaying a similar set of valuesto apply.For example:We…(essence of fact), we need peoplewho…(example of value/attribute)For example: We believe dirt is good. Notsurprisingly we’re looking for people whoaren’t afraid to get their hands dirty.2. Headline16 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 20. Body copy helps further explain andbroaden the story to apply to the wholeof Unilever. It further describes the typeof individuals we are seeking, as well asmaking a promise to them of what theywill get out of a career at Unilever.It is important to ensure there is a balancebetween the ‘we’ and ‘you’ message inthe copy so that the ad does not feel likea corporate message but one forrecruitment.Also, if your story is about a specific brand(e.g. Persil), always refer to the brand asearly as possible in the body copy. Alwaysinclude a call to action, directing peopleto the global or local careers website.3. Body copy17 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 21. The visuals that accompany the copy forthe ads should have a level of vitality tothem. They should feel bold, interestingand surprising. The images need to supportthe fact.They can be either full-bleed photographsor illustrations.4. Visuals18 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 22. The Could it be U end line is the keythought behind the campaign. Thisthought not only forces the targetaudience to evaluate themselves againstthe challenge set up by the Unilever story,but also shows a vast step change in theway Unilever is talking about itself.Could it be U therefore has two clearmessages – could it be you (individualchallenge) and could it be Unilever(business challenge).Please note that the Could it be U end lineis for use in advertising and activationmaterials only and is not a sub-brand ofthe new Unilever identity.The Could it be U end line artwork shouldnever be translated. However, should locallegislation require a translation to appearon the execution, please position as shownin the example.5. Could it be U19 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E XTranslationpositionedhereifrequired
  • 23. To help create awareness of the scaleand scope of our business it is importantthat where appropriate, brand logos areincluded in the strip at the bottom ofthe ad.When the story of the ad is about a specificbrand, e.g. Persil, the Persil logo is the firstlogo on the left. There should be a mix oflocal and global brands as well as HPC andFoods and if relevant, an ‘unexpected’brand should be included (e.g. Ben &Jerry’s or Calvin Klein). Please see thespecific construction guidelines for detailson the number of logos, spacing etc.6. Product brand logos20 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 24. The six key elements are always combinedin the same manner, but lend themselvesto a variety of formats in both portraitand landscape orientation as shown here.Formats – portrait/landscape21 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E XSingle page: 230mm x 307mm 150mm x 250mmStrip: 361mm x 80mmDouble page spread: 440mm x 307mm
  • 25. To get you started we have supplieda selection of ready-made executions ofthe advertising, incorporating the themesshown here.You may use these files exactly as they are,or use them as templates to translate andconstruct your own executions. Please seethe Assets section for details of what isavailable. Additonal ready-made executionswill be made available throughout theyear. Please see the Unilever brand centrefor updates.Ready-made executions22 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E XAwaiting image license approval
  • 26. Wherever possible, you should use theready-made executions we have supplied.These may also be used as templates to betranslated and resized as required.Additional ready-made executions will bemade available throughout the year.Should the existing ready-made executionsbe unsuitable for your business objective,please follow the governance detailedhere for creating a new execution.Governance on creating new ads23 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E XGovernance for creating new storiesEnsuring execution excellenceTo ensure that execution excellence is consistent and to avoid dilutingthe concept or damaging Unilever reputation, all new advertisingmust follow this process:1. Write a case for why an existing execution does not answer thebusiness objective2. Fill in ABC communication brief with details of the story.For ABC communication brief template, please visit:http://marketingacademy.unilever.com3. Obtain brief sign off from regional and global brand guardian4. Develop your ads with preferred partner agency BBH5. Obtain sign off before going into production from Regional andGlobal brand guardian
  • 27. Other communication materialsNew recruits are joining Unilever – a business that adds vitality to life.The advertising campaign has been designed to raise awareness ofUnilever and drive people to the website. It has a very important rolein attracting the right talent, but it is only one part of the task.Locally targeted communications will have an important role too,as will everyone and everything at Unilever. When planning youractivities, you must consider the entire customer journey (see page 10).The materials and guidelines have been designed to fit a range ofpossible communications objectives. It is important that you establishyour communication objectives, clearly define your target audienceand understand the competitive environment.24 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 28. The design of the recruitment advertisingcontains elements of the campaignadvertising. Ads feature a bold headlineto attract attention and the campaignendline – Could it be U. Depending on thepublication and advertising budget, adsmay appear in colour or black and white.The description of the position shoulddetail the specific challenge of the joband mention the relevant product brand.The product brand logos may also appearon the recruitment advertising. Their usewill depend on whether the publicationin which the ad appears also containsthe campaign advertising.Only use the product brand logos if therecruitment ad is appearing without anysupporting campaign advertising. Thereshould be a mix of local and global brandsas well as HPC and Foods and if relevant,an ‘unexpected’ brand should be included(e.g. Ben & Jerry’s or Calvin Klein). Pleasesee the specific construction guidelineson page 37 for details on the number oflogos, spacing etc.Ad-hoc recruitment advertising25 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 29. The website activity is a critical part ofthe campaign, as the main objective forthe advertising is to drive people to yourwebsite.It is important to ensure that the journeycontinues for the potential candidate andthat there is a sense of challenge andsurprise. Candidates cannot be let downonce they arrive at the website.It should incorporate elements of thecampaign, be matter of fact in the copyand navigation, and not have extensiveforms or questionnaires. All storiesfeatured in the advertising must firstappear in full on the website.Full guidelines for the treatment of thecareer sites will be available later this year.Please prepare to change over all yourexisting separate recruitment sites ontoyour single country Unilever site.Website26 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 30. All literature will follow the look and feelof the corporate identity communicatingthe central theme of vitality. Whendesigning new literature as part of yourlocal activation, the look and feel shouldbe Unilever. The content will includechallenges from the advertising campaignand activation platform.This can be achieved by following a fewbasic principles:1. Engage them in a serious tone of voicethat is not corporate but matter of fact.2. Achieve a balance between ‘We’ and ‘You’.3. Incorporate surprising, impressive facts.4. Challenge readers to think abouttheir role.‘Could it be U’ should only be used onadvertising and activation materials. Donot use ‘Could it be U’ as a stamp.For more information on the design styleof Unilever vitality materials, please seethe look and feel section of the Unileverbrand centre:thebrandcentre.unilever.com orthebrandcentreforsuppliers.unilever.comTo keep costs down, please use our existingimage library wherever possible. For a linkto the Unilever image library, please visit:http://unilever.brand-imagesmm.comThe photographic examples shown here are NOT freelyavailable for use. To negotiate an image license forthe cover image shown here, please contact:Jonathon Ryan, Getty Images, 101 Bayham Street,London NW1 0AG, tel: +44 (0)20 7428 5102,email: Jonathon.Ryan@getty-images.comLiterature27 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 31. Branding of the office environmentfollows the Unilever corporate identity.Bringing the vitality of the new Unileverbrand to life in the workplace enables allUnilever’s workspaces (no matter wherethey are in the world) to feel as if theyare part of one family.Vitality in the workplace will:– unify/simplify in the spirit of one Unilever– bring Unilever and its brands closer– help stimulate a vitality culture– improve communication within thewhole of Unilever and also betweendepartments/divisions– connect departments and peoplethrough a common experience– improve navigation through spaceYour workspace should:– feel unmistakeably Unilever’s– reflect one company, with differentfunctions– be visually stimulating– be easy to navigate through– encourage interactionFor more information, please downloadthe Workplace guidelines from theUnilever brand centre:thebrandcentre.unilever.com orthebrandcentreforsuppliers.unilever.comOffice environment28 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 32. Campaign activation overviewAll communications need to be developed around the activationplatform – Could it be U challenges. The advertising campaign beginsthe dialogue with recruits by presenting interesting facts to thereader, challenging people to reappraise Unilever and driving themto the website.As personal interaction is the most successful and credible way wecan change candidates’ perception of Unilever, it is essential thateverything we do is based on the activation platform.The activation and the work that follows creates excitement aroundthe activity and gets consumers to engage with the brand ina unique way. All activation should be on brief and be somethingdifferent that will excite our target audiences. Without a consistentmessage being delivered in a consistently challenging way – fromadvertising to activation – we will be unable to maximise thecampaign potential.The activation platform needs to provide strategic clarity and a clearfocus for creativity.29 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 33. AddingVitality toBusiness LifeBringing UnileverBusiness to LifeCould it be UCore strategic thoughtthat will help peopleinteract with the companyin a distinctive andmeaningful way.The Activation Platformneeds to bring to life theessence of the brand.Creative idea that canwork across multiplecommunication channels.Brand EssenceActivationPlatformActivationIdeaEssence, platform and idea30 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E XThe brand essence as shown in the brandkey is:Brand Essence: ‘Adding vitality tobusiness life’The activation platform needs to bring to lifethe brand essence and help people engagewith the brand in a meaningful way.Activation Platform: ‘Bringing UnileverBusiness to Life’Once established, the activation platformprovides a starting point for the activationidea. For this campaign the activation ideareiterates the challenging, surprising aspectof the endline from the advertising – Couldit be U.Activation Idea: ‘Could it be U Challenge’Could it be U Challenge works in a number ofways for activation. It allows three broadways to approach the challenge framework.When developing activities, they should fitwithin at least one of the three challengestatements and ideally provide support tomore than one to provide a varied mix:Could it be U can be expressed by:• Unilever challenges you (e.g. businesschallenge or apprenticeship)• Challenge yourself (e.g. online personalitytesting)• Challenge Unilever (e.g. think of ways toimprove our products)To avoid becoming too corporate focused,find the balance between us and you.
  • 34. Guideline principles for recruitment events31 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E XBeyond the advertising, recruitment events are a critical part of the selectionprocess and are an excellent way of engaging and interacting with candidates.When we meet with recruits we must be enthusiastic about Unilever and the workthat we do in order to engage them and make them enthusiastic in turn. Eventsneed to bring Unilever to life to help candidates better understand and bechallenged by the complexities of the FMCG industry and our business.Guidelines to evaluate recruitment events:1. Brand essenceEnsure that all ideas maintain the brand essence ‘Adding vitality to business life’2. Activation platformBe true to the activation platform and ensure that every activity has an element of the local Unilever business or brands –the goal is to help prospects better understand the complexity and challenges of Unilever business and the FMCG industry.3. Activation idea – challengeMaintain a sense of challenge in all activation ideas. Challenge prospects’ perceptions of Unilever and get them tochallenge themselves to see if they fit with Unilever.4. UEB valuesA key differentiator for Unilever are the values. All activation ideas and executions need to be evaluated against the corevalues as identified in the brand key.5. Create a connectionAll activities should be interactive, not passive – make a connection, be interactive and engage people in thinking aboutthe business. It is imperative to select the right mix of employees (young managers who can relate to students as well assenior leaders who can challenge and inspire them)6. Be differentGraduates want to be challenged and stimulated – as per the advertising, they are open to new and different approachesto recruitment. Events need to be very different from the competition and need to be communicated differently.
  • 35. Elements of the campaign activationinclude:1. Awarenesse.g. posters, postcards, installations2. Promotional itemse.g. giveaways, incentives3. Event/exhibition displayse.g. stands, banners, graphicsPlease note that the Could it be U end lineis for use in advertising and activationmaterials only and is not a sub-brand ofthe new Unilever identity. It should neverbe used as a ‘stamp’.Activation examples32 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E XJointheUnilever housefor ayear andfindoutwww.unilever.com/housematechallengeFancy the challenge?application formI want to bein the houseFind out more about the Housemate challenge andthe opportunity it gives you having a future with us.Can you make the Palm treeout of the seven shapes?Unilever want you to challenge us and well as uschallenging you. By challenging people we findthis the best way to measure develepement andprogress. Our book has been designed toBook of challengesGet the best out of a Unilever futureKeys to the door.You’re in the houseDear NikkiLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt utlaoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tationullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor inGendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros etaccumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nullafacilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tinciduntut laoreet dolore magna aliquam erat volutpat.Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex eacommodo consequatSarah Leighlaoreet dullamcorla corperpuGendrerit in vulpunaccumsan et iusto odreilisi. Lorem ipsum ddout laoreet dolore magenim aUt wisi enim ad mUt wisi enimcommcommodoAwareness: postcards and posters Promotional items, giveaways, incentivesPromotional activities: The Housemate Challenge
  • 36. Our mission is to add vitality to life.We meet everyday needs for nutrition,hygiene, and personal care withbrands that help people feel good,look good and get more out of lifeapplication formI want to bein the houseFind out more about the Housemate challenge andthe opportunity it gives you having a future with us.Unilever want you to challenge us and well as uschallenging you. By challenging people we findthis the best way to measure develepement andprogress. Our book has been designed toBook of challengesGet the best out of a Unilever futureExhibition standsShould be predominantly Unileverfollowing the corporate vitality style.Event postersSupport materials such as posters orbanners will follow the campaign theme‘Could it be U’ to provide a link for thosethat have seen the advertising.GiveawaysExhibition giveaways will incorporatea balance of Unilever vitality and thecampaign theme of Could it be U.Exhibition material33 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N TG O T O< <I N D E X
  • 37. Section 3Construction guidelines34 EMPLOYER BRAND GUIDELINES APRIL 2005 P R I N TG O T O< <I N D E XBasic principles overview 35Typography 36Using the product brand logos 37Use of the ‘Could it be U’ line and logo 38Awareness campaign advertisingFormats 39Component overview 40Photography 41Headline 42Body copy 43Construction – double page spread 44Construction – single page 45Construction – 250mm x 150mm 46Construction – landscape strip 47What not to do 48Ad-hoc (below the line) recruitment advertising 49Components and formats 50Construction – colour recruitment ad 51Construction – black and white recruitment ad 52Construction – mono small space recruitment ad 53Event posters and banners – formats 54Construction – event poster 55Construction – portrait banners 56
  • 38. Basic principles overviewThe following pages contain specifications for producing advertisingartwork for the Could it be U campaign. Ready-made executions ofthe examples shown here are supplied for your use. These can betailored to fit different publications or used as a design templatefor translation.Many of the key elements of this section (typography, Could it be Uendline and the use of product brand logos etc.) are common to allthe executions – campaign advertising, event posters andrecruitment advertising – and so should be read in conjunction withother more detailed construction guidelines.35 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X
  • 39. Both the campaign and recruitmentadvertising uses our corporate font,Frutiger Roman, set in upper and lowercase.Recruitment advertising uses FrutigerRoman for headlines and body copy,whilst Frutiger Bold is used for titlesstating position and salary.TypographyFrutiger RomanabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890Frutiger BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ123456789036 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X
  • 40. Product brand logos are placed at thebottom of the following executions: singlepage, double page spread, 250mm x 150mm,landscape strip, recruitment ads and posters.SizeThe logos must be fairly small but clearlyvisible and need to be spaced evenly.Spacing and alignmentIn a Single Page, Double Page Spread,250mm x 150mm and a Landscape Strip,the logos must range with the body copyas shown in example A. They need to beplaced at least 10mm away from any trimarea, panel edge, copy and the Unilever logo.On smaller executions like recruitmentads, the 250mm x 150mm and the strips,this distance can be reduced to 8mm toallow all the elements more space to fit.In recruitment ads the logos range fullwidth, leaving enough safe area eitherend as shown in example B. They need tobe placed a safe distance away from anytrim area, panel edge, copy and theUnilever logo.Selecting product logosAs a rule the first logo must be the sameas the subject of the execution. For example,in the Yellowstone executions the subjectis detergent bottles, so the first logo is Persil.Choose a mixture of both HPC and Foodslogos from brands that are present in yourmarket. As product brands can have a varietyof different logos worldwide, always showthe logo that is used in your market.Using product brand logos37 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E XRANGED10mm10mmA.B.SAFE SAFESAFESAFERANGEDReproductionFollow the relevant product brand guidelines for use of logos in colour and blackand white NOT the examples shown here or given in the ready-made examples.SAFE10mm
  • 41. Logo size and positionThe size of the Unilever logo is dependenton the size of the execution itself. Theexample shown is a 27mm logo from adouble page spread shown at actual size.The logo should always be positioned atleast 10mm away from any trim area, paneledge and the Unilever logo, and thencentred vertically. On smaller executions likerecruitment ads, the 250mm x 150mm andthe strips, this distance can be reduced to8mm to allow all the elements more spaceto fit.These specifications are suitable for the ready-made examples at the sizes given. Shouldyou resize the executions to fit a givenpublication, please ensure that you respectthe minimum clear space around the Unileverlogo. For detailed guidelines, please see thelogo section of the Unilever brand centre.The Could it be U line and logo has beencreated as professional artwork for youruse. These should never be translated.There are two sizes available:– standard size (supplied with a logoheight of 100mm for ease of scaling) foruse 16mm and above– reduced size (supplied with a logoheight of 15mm)Please see p59 for more details. Theendline and logo always prints UnileverBlue (C: 100, M: 57, Y: 0, K: 2) on a whitebackground.Use of the ‘Could it be U’ line and logo38 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X10mm 10mm10mm10mm10mmTranslationpositionedhereifrequiredShould local country legislation require a translation of the end lineto appear on the execution, this should be positioned as shown above.
  • 42. Awareness campaign advertising formats39 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E XThe six key elements are always combinedin the same manner, but lend themselvesto a variety of formats in both portraitand landscape orientation as shown here.Single page: 230mm x 307mm 150mm x 250mmStrip: 361mm x 80mmDouble page spread: 440mm x 307mm
  • 43. There are key elements to the advertisingand each of them work together to createa whole that is compelling and motivatingto candidates:❶ Facts and stories, which provide thematerial for the headline and body copy(see page 9)➋ Headline (see pages 16 and 42)➌ Body copy (see pages 17 and 43)➍ Visuals (see pages 18 and 41)➎ Could it be U (see pages 19 and 38)➏ Product brand logos (pages 20 and 37)Component overview40 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X❶➋➌➍➎➏❶
  • 44. The visuals that accompany the copy forthe ads should have a level of vitality tothem. They should feel bold, interestingand surprising. The images need to supportthe fact.They can be either full-bleed photographsor illustrations.The ready-made executions supplied for youruse include the high resolution photographyfrom the examples shown here:Yellowstone (Persil)Rugby players (Persil)Hellmann’sRunnersPlease note that the license for theseimages is for two years only and expiresin June 2007.Photography41 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E XYellowstone (Persil) Hellmann’sRugby players (Persil) Runners
  • 45. The headline should be set in FrutigerRoman, upper and lower case, leftaligned. It needs to be positioned in aclear space on the image but at a safedistance from any trim area, panel edgeand logo. Headline type reverses whiteout of the background image wherepossible, or prints Unilever Blue (C: 100,M: 57, Y: 0, K: 2) as an alternative wherethere is sufficient contrast.This example also has a drop shadow inUnilever Blue (C: 100, M: 57, Y: 0, K: 2) tomake it more visible on lighter areas ofthe image.See page 16 for more information on toneof voice.Headline42 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X
  • 46. Body copy should be set in FrutigerRoman, upper and lower case, justifiedwith final line left aligned and positionedwithin the white panel as shown. Bodycopy prints Unilever Blue (C: 100, M: 57,Y: 0, K: 2) on a white background. (Thelower panel is always white.)In a single page, double page spread,250mm x 150mm and a landscape strip,the copy needs to be placed as shownin example A. It needs to be at least10mm away from any trim area, paneledge and logo.On smaller executions like the 250mm x150mm and the strips, this distance can bereduced to 8mm to allow all the elementsmore space to fit.Body copy43 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X10mm10mm10mmA.10mm10mm
  • 47. Based on the example shown:Yellowstone DPS 307mm x 440mm❶ ImageThe main image should be cropped tothe size and position shown.➋ HeadlineThe headline is set in Frutiger Romanin white at 37pt, leading at 51pt andshould be positioned as shown. It alsohas a drop shadow in Unilever Blue.For more information see page 42.➌ White panelThe white panel at the bottom shouldbe deep enough to accomodate thecopy and logos.➍ Body copyThe body copy is set in Frutiger Romanin Unilever Blue at 14pt, leading at 21ptand should be positioned as shown.For more information see page 43.➎ Product brand logosThe product brand logos should bepositioned as shown. For moreinformation see page 37.➏ Could it be U and Unilever logoThe Unilever logo should be positionedas shown. For more information seepage 38.Construction – double page spread44 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X➋➌➍➎➏❶
  • 48. Based on the example shown:Yellowstone SP 307mm x 230mm❶ ImageThe main image should be cropped tothe size and position shown.➋ HeadlineThe headline is set in Frutiger Romanin white at 28.5pt, leading at 37.5ptand should be positioned as shown.It also has a drop shadow in UnileverBlue. For more information seepage 42.➌ White panelThe white panel at the bottom shouldbe deep enough to accomodate thecopy and logos.➍ Body copyThe body copy is set in Frutiger Romanin Unilever Blue at 9.5pt, leading at14.5pt and should be positioned asshown. For more information seepage 43.➎ Product brand logosThe Unilever logo should be positionedas shown. For more information seepage 37.➏ Could it be U and Unilever logoThe Brand Logos should be positionedas shown. For more information seepage 38.Construction – single page45 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X➋➌➍➎➏❶
  • 49. Based on the example shown:Yellowstone 250mm x 150mm❶ ImageThe main image should be cropped tothe size and position shown.➋ HeadlineThe headline is set in Frutiger Romanin white at 21pt, leading at 28pt andshould be positioned as shown. It alsohas a drop shadow in Unilever Blue.For more information see page 42.➌ White panelThe white panel at the bottom shouldbe deep enough to accomodate thecopy and logos.➍ Body copyThe body copy is set in Frutiger Romanin Unilever Blue at 8pt, leading at 12ptand should be positioned as shown.For more information see page 43.➎ Product brand logosThe brand logos should be positionedas shown. For more information seepage 37.➏ Could it be U and Unilever logoThe Unilever logo should be positionedas shown. For more information seepage 38.Construction – 250mm x 150mm46 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X➋➌➍➎➏❶
  • 50. Based on the example shown:Yellowstone Strip 361mm x 80mm❶ ImageThe main image should be cropped tothe size and position shown.➋ HeadlineThe headline is set in Frutiger Romanin white at 20pt, leading at 28pt andshould be positioned as shown. It alsohas a drop shadow in Unilever Blue.For more information see page 42.➌ White panelThe white panel at the bottom shouldbe deep enough to accomodate thecopy and logos.➍ Body copyThe body copy is set in Frutiger Romanin Unilever Blue at 8.7pt, leading at 13ptand should be positioned as shown.For more information see page 43.➎ Product brand logosThe Brand Logos should be positionedas shown. For more information seepage 37.➏ Could it be U and Unilever logoThe Unilever logo should be positionedas shown. For more information seepage 38.Construction – landscape strip47 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X➋➌➍➎➏❶
  • 51. The Unilever logo always prints positiveon a white background, Unilever Blue forcolour executions and solid black for blackand white executions. Never recolour thelogo and never change the lower panel toa colour other than white.Never print the logo/endline reversedwhite out of the visual.Never change the position of the logopanel in relation to the visual.Never change the colour of the body copyor endline.What not to do48 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X
  • 52. Ad-hoc recruitment advertisingThe following pages provide information on the construction ofprint artwork for recruitment advertising. These pages should beread in conjunction with the pages on typography, Could it be Uendline and use of the product brand logos at the beginning ofthis section. Templates for your use have been provided on the CDaccompanying these guidelines.49 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X
  • 53. The design of the recruitment advertisingcontains elements of the campaignadvertising. Ads feature a bold headlineto attract attention and the campaignendline – Could it be U.❶ Headline➋ Position/salary title➌ Description of position/job challenge➍ Could it be U➎ Product brand logosThe description of the position shouldhighlight the specific challenge of the job.The product brand logos may also appearon the recruitment advertising. Their usewill depend on whether the publicationin which the ad appears also containsthe campaign advertising.Only use the product brand logos if therecruitment ad is appearing without anysupporting campaign advertising. Thereshould be a mix of local and global brandsas well as HPC and Foods and if relevant,an ‘unexpected’ brand should be included(e.g. Ben & Jerry’s or Calvin Klein). Pleasesee the specific construction guidelineson page 37 for details on the number oflogos, spacing etc.Components and formats50 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X➋➌➍➎❶➋❶➋➌➍
  • 54. Based on the examples shown:200mm x 150mm❶ Background colourThe background colour is Unilever Blue(C: 100, M: 57, Y: 0, K: 2).➋ HeadlineThe headline is set in Frutiger Romanin white at 41pt, leading at 51pt andshould be positioned as shown. Formore information see page 42.➌ White panelThe white panel should be deepenough to accomodate the copy andlogos with an 8mm border as shownand should be approximately 50% theheight of the execution.➍ Subheading and body copyThe sub-heading is set in Frutiger Boldin black at 10pt.The body copy is set in Frutiger Romanin Unilever Blue at 9pt and should bepositioned as shown. For moreinformation see page 43.➎ Product brand logosThe brand logos should be positionedas shown. For more information seepage 37.➏ Could it be U and Unilever logoThe Unilever logo should be positionedas shown. For more information seepage 38.Construction – colour recruitment ad51 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X➋➌➍➎❶➏In this execution the brand logos have been removed. All otherelements stay the same size but the body copy and Unileverlogo have been spaced out evenly vertically as shown.
  • 55. 52 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E XBased on the examples shown:200mm x 150mm❶ Background colourThe background colour is 100% black.➋ HeadlineThe headline is set in Frutiger Romanin white at 41pt, leading at 51pt andshould be positioned as shown. Formore information see page 42.➌ White panelThe white panel should be deepenough to accomodate the copy andlogos with an 8mm border as shownand should be approximately 50% theheight of the execution.➍ Subheading and body copyThe sub-heading is set in Frutiger Boldin 100% black at 10pt.The body copy is set in Frutiger Romanin 100% black at 9pt and should bepositioned as shown. For moreinformation see page 43.➎ Product brand logosThe brand logos should be positionedas shown. For more information seepage 37.➏ Could it be U and Unilever logoThe Unilever logo prints 100% blackand should be positioned as shown.For more information see page 38.Construction – black and white recruitment ad➋➌➍➎❶➏In this execution the brand logos have been removed. All otherelements stay the same size but the body copy and Unileverlogo have been spaced out evenly vertically as shown.
  • 56. Based on the examples shown:80.5mm x 53mm❶ Background colourThe background colour is white.➋ HeadlineThe headline is set in Frutiger Bold in100% black at 11.3pt, leading at 15.5ptand needs to be positioned as shown.For more information see page 42.➌ Subheading and body copyThe sub-heading is set in Frutiger Boldin 100% black at 9pt.The body copy is set in Frutiger Romanin 100% black at 8pt with 10pt leadingand should be positioned as shown.For more information see page 43.➍ Could it be U and Unilever logoThe Unilever logo prints 100% blackand should be positioned as shown.For more information see page 38.Construction – mono small space recruitment ad53 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X
  • 57. Event posters and banners followa similar layout to campaign advertising.They include an image with visual impact,a well-written headline and the Could itbe U endline with the Unilever logo.Event postersThese are used to promote awarenessof an event (i.e. on campus to promotea recruitment fair). Their key messageis about an activity challenge and shouldinclude:– description of the challenge– visual of the challenge– details/action to be takenDetailed construction guides can be foundon page 55.Event bannersThese are normally used at an event(i.e. a recruitment fair). Their key messageis also challenge but they do not includethe story/explanation of the key message.Event banners include:– description of the challenge– visual of the challengeDetailed construction guides can be foundon page 56.Event posters and banners – formats54 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E XEvent poster: A3 portraitEvent banner: portrait
  • 58. Based on the example shown:Lipton Ice Tea 420mm x 297mm❶ ImageThe main image should be cropped tothe size and position shown.➋ HeadlineThe headline is set in Frutiger Romanin white at 30pt, leading at 35pt andshould be positioned as shown.It also has a drop shadow in UnileverBlue. For more information seepage 42.➌ White panelThe white panel at the bottom shouldbe deep enough to accomodate thecopy and logos.➍ Body copyThe body copy details the action tobe taken. It is set in Frutiger Roman inUnilever Blue at 11pt, leading at 16pt.For more information see page 43.➎ Product brand logosThe product brand logos should bepositioned as shown. For moreinformation see page 37.➏ Could it be U and Unilever logoThe Unilever logo should be positionedas shown. For more information seepage 38.Construction – event poster55 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X➋➌➍➎➏❶
  • 59. Based on the examples shown:Yellowstone and Hellmanns❶ ImageThe main image should be croppedto the size and position shown.➋ HeadlineThe headline is set in Frutiger Romanin Unilever Blue at 23pt, leading at32pt and should be positioned asshown. It sits within a white panelwhich is approximately 40% the heightof the execution. For more informationsee page 42.➌ White panelThe white panel at the bottom shouldbe deep enough to accomodate theUnilever logo.➍ Could it be U and Unilever logoThe Unilever logo should be positionedas shown. It should be full widthallowing for a safe area around it.For more information see page 38.Construction – portrait banners56 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N TG O T O< <I N D E X➋➌➍❶
  • 60. Section 4Artwork assets57 EMPLOYER BRAND GUIDELINES APRIL 2005 P R I N TG O T O< <I N D E XOverview 58‘Could it be U’ line and logo library 59Visual reference – photography assets 60Visual reference – recruitment advertising 61Photography library 62Ready-made templates 63
  • 61. Artwork assets overview58 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N TG O T O< <I N D E XThis section is a directory of all the elements that have been suppliedto help you produce materials for the new Unilever employer brand.In it you will find artwork for the Could it be U endline, a library of highresolution photography and a selection of QuarkXpress templates forproducing campaign advertising, recruitment advertising and eventposters and banners.
  • 62. Could it beThe ‘Could it be U’ artwork providedon the CD has been supplied in AdobeIllustrator EPS format for professionalprint purposes. Artwork is supplied insolid black and Unilever Blue (as botha special colour and 4 colour process).The artwork comes in 2 sizes, standardsize (100mm high logo for ease of scaling)for use 16mm high and above, and areduced size version at 15mm. A directoryof file names is shown here. All type hasbeen outlined.The standard conventions of logo treatmentapply. In particular, ensure that you respectthe minimum clear space around the logoand make sure that the logo only appearson a white background. If you are unsureabout any aspect of logo use, please visitthe logo section of the Unilever brandcentre for more precise guidelines:thebrandcentre.unilever.com orthebrandcentreforsuppliers.unilever.comCould it be U line and logo library59 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N TG O T O< <I N D E XFile name Size Colour File formatCIBU_1cs_ol.eps for use 16mm and above I colour special (Unilever Blue) Adobe Illustrator epsCIBU_4cp_ol.eps for use 16mm and above 4 colour process (Unilever Blue) Adobe Illustrator epsCIBU_bs_ol.eps for use 16mm and above black solid Adobe Illustrator epsCIBU_1cs_ol_15mm.eps for use at 15mm I colour special (Unilever Blue) Adobe Illustrator epsCIBU_4cp_ol_15mm.eps for use at 15mm 4 colour process (Unilever Blue) Adobe Illustrator epsCIBU_sb_ol_15mm.eps for use at 15mm black solid Adobe Illustrator eps
  • 63. Visual reference – photography assets60 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N TG O T O< <I N D E XRunners: MO3092.tif Yellowstone: MO311.tifPersil/Rugby: MO3094.tif Hellmann’s: MO3073.tif and MO3075.tifLipton: MO3112.tifImages for awareness campaign advertising and event banners Image for event posters
  • 64. Visual reference – recruitment advertising61 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N TG O T O< <I N D E XThese recruitment ads are available asready-made templates. See page 63 formore details.UEB_RECRUIT_ADS.qxd UEB_RECRUIT_ADS.qxdUEB_RECRUIT_ADS.qxd UEB_RECRUIT_ADS.qxdUEB_RECRUIT_MONO.qxd
  • 65. File Name Document Size Pixel Dimensions Document Size (cm) ResolutionAwareness campaignRunners MO3092.tif 65.2MB 3336 x 5120 28.24 x 43.35 300 DpiYellowstone MO311.tif 86.4MB 2821 x 8031 23.88 x 68 300 DpiPersil/Rugby MO3094.tif 97.3MB 4941 x 5163 41.83 x 43.71 300 DpiHellmann’s MO3073.tif 192.9MB 7722 x 6549 65.38 x 55.45 300 DpiMO3075.tif 254.6MB 5197 x 12844 44 x 108.75 300 DpiActivationLipton MO3112.tif 78MB 5192 x 3937 43.24 x 32.79 305 DpiPhotography library62 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N TG O T O< <I N D E XUse the visual reference on page 60 tochoose your image.
  • 66. The artwork templates are supplied inQuarkXpress (version 4) for professionalprint purposes. Use the visual referenceon page 60 to choose your advertisingcampaign or activation template. Formatsfor campaign advertising and activationmaterials can be found on pages 39 and54 respectively.Placed imagesThe files contain low resolution images asplace holders. Please replace with highresolution versions from the photographylibrary supplied.Product brand logos used in the files arefor low resolution place holders for visualreference only. Original print readyartwork logos will need to be sourced –please refer to page 37 for details onchoosing and positioning these.Sizes and formatsThese templates may be scaled asrequired, to fit specific publications.Should this be necessary, please respectthe visual proportions of the white lowerpanel and image area and ensure that youdo not compromise the minimum clearspace around the Unilever logo.Ready-made templates63 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N TG O T O< <I N D E XFile Name Document Size OrientationAwareness campaign formatsDouble page spread UEB_DPS.qxd 297mm x 420mm landscapeSingle page UEB_SP.qxd 307mm x 230mm portrait250mm x 150mm UEB_250x150.qxd 250mm x 150mm portraitLandscape strip UEB_STRIP.qxd 80mm x 361mm landscapeActivation formatsA3 event poster – portrait UEB_A3_POSTER_P.qxd 420mm x 297mm portraitEvent banners UEB_BANNERS_P.qxd (scale as required) portraitRecruitment advertising formatsColour and B/W recruitment ads UEB_RECRUIT_ADS.qxd 200mm x 150mm portraitSmall mono recruitment ads UEB_RECRUIT_MONO.qxd 80.5mm x 53mm portrait
  • 67. Section 5Contact/help64 EMPLOYER BRAND GUIDELINES APRIL 2005 P R I N TG O T O< <I N D E XA complete toolkit to successfully implement the Unilever employer brand can be downloaded from theEmployer brand page on the Unilever brand centre. This is where you will find the latest updated versionsof all materials:Unilever employer brand implementor accessthebrandcentre.unilever.comaccess code: uni1feelgoodExternal suppliers and partner accesshttp://thebrandcentreforsuppliers.unilever.comaccess code: uni3lookgoodIf you need further information about the Unilever employer brand pleasecontact Stéphane le Camus at: Stephane.Le-Camus@unilever.comIf you need further information about talent management in your regionplease contact:AMET: Chris Macrae (Chris.Macrae@unilever.com)Lat Am: Alessandra Ditt (Alessandra.Ditt@Unilever.com)North America: Becky Nogueira (Becky.Nogueira@unilever.com)Asia: Shanks Shankar (Shanks.Shankar@unilever.com)Europe: Carina Iannelli (Carina.Iannelli@unilever.com)For further information on the Unilever image library please visit: http://unilever.brand-imagesmm.comFor more information on the scorecard please visit: http://scorecards.unilever.comFor more information on communication planning, please visit: http://marketingacademy.unilever.com

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