Bristol-Myers Squibb wanted to localize their global employer value proposition for the Greater China market. They hired Maximum Employment Marketing Group to help. Maximum reinterpreted Bristol-Myers Squibb's "Leading Lights" theme to make it applicable to China using photography metaphors. They also built a new careers website with rich media and a custom applicant tracking system to promote the localized employer brand. The new campaign included videos, print ads, and a site where business unit leaders explained why candidates should join them.