The document discusses creating an employer brand for a rapidly growing technology company called Aurigo. It outlines challenges such as attracting top talent and competing with industry leaders. Research involved interviewing employees to understand Aurigo's culture. The strategy derived an Employee Value Proposition from Aurigo's core offerings of helping clients plan and execute projects using technology. A photoshoot captured Aurigo's office culture and employees. This led to creating a magazine, merchandise, and office graphics to communicate the employer brand and attract new hires globally.

1. Employer branding
Creating a powerful employer brand for a
rapidly growing technology company

2. The project
⇢ Challenge
→ Aurigo needed a powerful employer brand that could tell
their story and attract the right talent. The company was
growing rapidly both in the US and in India. They needed
one cohesive story for their teams across the globe.
→ The key aspect of the process was to come up with the EVP
(Employee Value Proposition) Statement. This statement
was the ‘Why Join’ and ‘Who Are We’ statement.
→ Challenges to resolve::
● To create an employer brand that inspires
current employees as well as attracts the
right talent?
● To cohesively communicate the vision and
impact of a company in one of the world’s
biggest industries?
● To compete with established industry leaders
for talent?
⇢ Research
→ An employer brand is an extension of the spirit of the
company.
→ We spent a lot of time interviewing the entire global
leadership team and new and old employees to figure out
what makes Aurigo and its people tick.

3. The project
⇢ Strategy
→ Aurigo’s vision to enable the infrastructure owners with
easy to use technology and tools to help them plan and
execute multi-billion-dollar projects on time and within
budget. They don’t just automate the entire lifecycle of
capital program delivery using cloud technologies, but also
harness AI and ML technology to radically improve the
decision-making process. So, we derived the EVP from the
Aurigo’s core offerings
⇢ Design
→ We created an ‘Aurigo Magazine’ with key statistics
and photographs of their office and employees.
→ We designed merchandise, strategised and
executed a photoshoot and scaled the EVP creatives
to the Bangalore and Austin Offices.
⇢ Outcome
→ The material we created has enabled Aurigo to hire
and grow. We also successfully communicated the
Aurigo story to a large global audience. ‘Born to Build’
has become a key pillar of Aurigo’s social and digital
communication endeavours.

4. Photoshoot

5. The photoshoot
We did a photoshoot to capture the culture of the company.
What did we shoot?
→ Life of a Aurigo employee
→ Work culture
→ Vibe in the office
→ Different kinds of people
→ Work at Aurigo
What was the purpose of the shoot?
→ To create assets for:
• Talent acquisition material
• Website
• Magazine

6. Shoot images

7. Shoot images

8. Magazine

9. ‘Born to Build’ magazine

10. Office graphics

11. Office graphics

12. Office graphics

13. Merchandise
We designed t-shirts, mugs based on the EVP.

14. Merchandise

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