Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Employer Brand Message Guidelines (Thermo Fisher)

6,398 views

Published on

This template was contributed to by Charlotte Marshall and the Employer Brand team at Thermo Fisher as a resource for their HROS case study, "How Thermo Fisher Used Storytelling To Build Their Employer Brand"

Published in: Recruiting & HR
  • SECRET: Men usually out of emotion, not logic. Take advantage of this and get your Ex back today! See how at: ♣♣♣ http://goo.gl/FXTq7P
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Tired of being scammed? Take advantage of a program that, actually makes you money! ♣♣♣ http://ishbv.com/ezpayjobs/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Employer Brand Message Guidelines (Thermo Fisher)

  1. 1. 1 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Purpose The Employer Brand Message Guidelines are an important part of the employer brand strategy framework, providing further direction to those responsible for the crafting of employment-related communications. Message guidelines highlight how the EVP and positioning statement should be articulated for specific audience segments. There are three components to the message guidelines: primary messages, audience connection, and supporting proof points, each of which is further defined on the next page. *The Employer Brand Message Guidelines are designed to provide a strategic foundation for all of Thermo Fisher Scientific’s employment marketing and recruitment advertising vehicles. The various descriptions are not intended for use as actual advertising copy. Message Guidelines
  2. 2. 2 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Primary messages The main ideas that should be communicated to the designated audience. These are driven by the research conducted and the corresponding employer value proposition and positioning statement, and are further influenced by market conditions that correspond to the specific audience. Audience connection How we would expect the audience to internalize a successfully articulated primary message. Supporting proof points Facts in the form of programs, policies, reports, or third party recognition that allow for the primary messages to be delivered with confidence. These may or may not have been mentioned by employees. Proof points can be used overtly, cited or included as part of the actual message (for example, including a third- party Best Place to Work icon). They can also be used as background for those charged with crafting communication, providing additional context for the message being delivered. Message Guidelines
  3. 3. 3 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Message Guidelines: All audiences Core positioning: Realize your best – professionally and personally Primary messages Thermo Fisher Scientific helps drive transformation in the scientific industry. (A transformative leader powered by an important mission) Thermo Fisher Scientific is a successful, growing global organization. (A transformative leader powered by an important mission) Thermo Fisher Scientific is helping its customers to make the world healthier, cleaner, and safer. (A transformative leader powered by an important mission) The work you do at Thermo Fisher Scientific makes a difference. (Meaningful impact inside the company and out) Audience connection “Thermo Fisher Scientific is innovative.” “Thermo Fisher Scientific is growing in scope, size, and impact.” “Thermo Fisher Scientific’s mission is inspirational.” “I will be challenged at Thermo Fisher Scientific.” “I will have an impact at Thermo Fisher Scientific.” “The work I will do at Thermo Fisher Scientific is important.” Proof points •  Industry’s largest R&D budget •  4,600+ scientists and engineers •  More than 10,000 granted patents and IP licenses •  $17 billion and 50,000 employees in 50 countries •  Unmatched customer channels in research, applied science and healthcare •  Premier brands – Thermo Scientific, Fisher Scientific and Unity Lab Services •  Products and services lists •  Mission •  “We do good work” employee testimonials
  4. 4. 4 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Message Guidelines: All audiences Core positioning: Realize your best – professionally and personally Primary messages Thermo Fisher Scientific drives performance by emphasizing quality, collaboration, and mission. (Working the right way for the right reasons) As Thermo Fisher Scientific grows so do the opportunities for employees. (Where careers are made) Learning and development are core components of the Thermo Fisher Scientific employment experience. (Where careers are made) Audience connection “The way that Thermo Fisher Scientific works aligns with my values.” “Thermo Fisher Scientific values achievement.” “The size and scope of Thermo Fisher Scientific provides options for my career.” “I will learn and grow at Thermo Fisher Scientific.” Proof points •  4i Values •  Financial performance •  50,000 orders/shipments every day •  PPI •  $17 billion and 50,000 employees in 50 countries •  Leadership Development Programs
  5. 5. 5 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Message Guidelines: Finance Core positioning: Realize your best – professionally and personally Primary messages Thermo Fisher Scientific is the world leader in serving science. Thermo Fisher Scientific has demonstrated continuous growth in sales, revenue, and profit. Audience connection “Thermo Fisher Scientific is the leader in a broad array of scientific areas.” “Thermo Fisher Scientific is a stable company.” Proof points •  Unmatched customer channels in research, applied science and healthcare •  Financial performance
  6. 6. 6 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Message Guidelines: Sales Core positioning: Realize your best – professionally and personally Primary messages At Thermo Fisher Scientific, Sales professionals are supported and recognized for performance. Audience connection “My manager and coworkers will provide the support I need to be successful.” “I will be valued.” Proof points •  TBD
  7. 7. 7 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Message Guidelines: Technical Core positioning: Realize your best – professionally and personally Primary messages Thermo Fisher Scientific helps customers accelerate life sciences research, solve complex analytical challenges, improve patient diagnostics and increase laboratory productivity. Thermo Fisher Scientific has the highest R&D budget in the industry. At Thermo Fisher Scientific you will work with exceptional colleagues who share your passion for discovery and innovation. Audience connection “The work being done at Thermo Fisher Scientific is critical.” “Thermo Fisher Scientific is serious about funding innovation.” “I will have the opportunity to work with smart, dedicated colleagues.” Proof points •  Mission •  Customer stories •  Industry’s largest R&D budget •  TBD
  8. 8. 8 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Message Guidelines: Campus Core positioning: Realize your best – professionally and personally Primary messages Thermo Fisher Scientific offers continuous learning and development in a culture that empowers employees. Audience connection “Thermo Fisher Scientific is a great place to start my career.” “I will have real responsibility at Thermo Fisher Scientific.” Proof points •  Leadership Development Programs •  Intern program
  9. 9. 9 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Message Guidelines: Asia Core positioning: Realize your best – professionally and personally Primary messages Thermo Fisher Scientific delivers global reach, deep application, and operational excellence in a number of key market segments and application areas. From mission to vision to day- to-day operations, we are focused on helping our customers. Continued on next page Audience connection “Thermo Fisher Scientific has an excellent near-term and long-term strategy.” “Thermo Fisher Scientific shares my commitment to customer service.” Proof points •  Fortune 500 company •  Unmatched customer channels in research, applied science and healthcare •  Leading e-commerce capability •  Global key accounts and strategic partnerships •  World class inventory and logistics management •  Cold-chain expertise •  16,600+ customer-facing employees •  Every year we strive to improve our customer allegiance score •  We have improved our CAS score by 10 points in the past 5 years •  As a company, we measure our customer allegiance score on a monthly basis
  10. 10. 1 0 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Message Guidelines: Asia (Cont’d) Core positioning: Realize your best – professionally and personally Primary messages Thermo Fisher Scientific is the world leader in serving science. At Thermo Fisher Scientific, employees are supported by collaborative colleagues. Audience connection “Thermo Fisher Scientific is respected, admired company that I will be proud to be part of.” “Thermo Fisher Scientific promotes teamwork.” Proof points •  Thermo Fisher named one of world's most admired companies by Fortune in 2016 •  Thermo Fisher is one of America's best employers in 2015 •  Thermo Fisher has perfect score on corporate equality index •  Thermo Fisher was named the number one supplier in India by BioSpectrum for two years •  Thermo Fisher was named best employer by Universum in China •  In India, Thermo Fisher has the largest commercial and manufacturing footprint in the industry •  At Thermo Fisher, we are united by a singular Mission. •  We achieve our success by working together as a strong team. •  Our collaboration drives our success, supported by thoughtful leadership and dedicated planning. •  Employees at Thermo Fisher know the work we do has meaningful impact, which is why everyone is friendly and supportive as we all want to reach that goal.
  11. 11. 1 1 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Message Guidelines: Europe Core positioning: Realize your best – professionally and personally Primary messages Thermo Fisher Scientific has high expectations for performance, quality, and innovation. Audience connection “Everyone at Thermo Fisher Scientific is challenged to perform at their best.” Proof points •  Innovation is one of the company’s core 4i values and CEO award is given to employees to recognize their achievements in innovation. •  Thermo Fisher named one of world's most admired companies by Fortune in 2016 •  Thermo Fisher is awarded 2015 Best Innovation at the Labo & Biotech Conference in Paris •  Thermo Fisher’s product is among the 2015 top 10 innovations by the Scientist. •  Thermo Fisher Scientific topped a list of the most reputable companies in Lithuania according to a new Business Reputation Index. •  We use Practical Process Improvement (PPI) systems in every aspect of the business to drive excellence.
  12. 12. 1 2 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ... BOS The world leader in serving science Proprietary & Confidential Message Guidelines: Americas Core positioning: Realize your best – professionally and personally Primary messages Thermo Fisher Scientific has high expectations for performance, quality, and innovation. Audience connection “Everyone at Thermo Fisher Scientific is challenged to perform at their best.” Proof points •  Thermo Fisher named one of world's most admired companies by Fortune in 2016

×