1) Mars developed its first global employer value proposition (EVP) in 2017 to address perceptions that it lagged competitors and was a "quiet giant". The EVP focused on "Grow Beyond". 2) In 2018, Mars conducted extensive internal and external research across 10,000+ associates. Based on findings, the EVP was brought to life globally through branding, creative executions, and local rollouts. 3) In 2019, Mars launched a new corporate brand and purpose, requiring the EVP to be re-articulated. New creative assets and an improved careers website were developed and launched, driving significantly higher engagement metrics. The employer brand strategy continues to be strengthened globally.

1. Driving employer reputation & building
an employer brand in a privately
owned, global enterprise
09-25-19

2. When thinking
of Mars,
what comes
to mind?
Your tomorrow starts today

3. The world
we want
tomorrow
starts with
how we do
business
today
135,000+
Associates
80+
Countries
$35B+
Net Sales
454
Sites

4. Your tomorrow starts today
Our diverse and growing company
Share of
total sales
by business
segment
Billion Dollar Brands Billion Dollar Brands

5. Kelly
Bartkiewicz
Global Employer Reputation & Talent Marketing Director
Global Talent COE, P&O
USA
Your tomorrow starts today

6. The Mission Early 2017
Develop the 1st
global EVP for Mars
that needed to work for
80 countries around the
world in a decentralized
organizational structure
Your tomorrow starts today

7. Why do it?
1 2 3
Mars lagged behind
talent competition
in both awareness
as an employer
and attractiveness
to work for
Mars as a
business has
been a
‘quiet giant’
To ensure
talent has a true
understanding
of the experience of
working at Mars
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8. External perceptions
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9. Challenges faced
1 2
3 4
5 6
Senior stakeholder buy-in Lack of corporate brand
Employer Reputation seen
as recruitment ‘transactional
activity’
Creating a global standardized
strategy in a decentralized
organizational structure
Securing budget No team
Your tomorrow starts today

10. Our journey
Our global internal
and external
research program
gave us input from
all over the world
Over 10,000+ Associates took part
in a global Associate survey
We combined this insight with data
from Great Place To Work research
and our Gallup engagement survey
Externally, we ran multiple focus
groups across our target audience
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11. Pillar 1 Pillar 3Pillar 2
Global EVP ‘Grow Beyond’
Rallying Cry
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12. Color Font
Logo
Split Brand Bubbles
Our initial creative platform to bring the EVP to life
Your tomorrow starts today

13. Pull-up Banners Social Posts Job Post Poster
Our initial creative executions
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14. Rollout
Fall 2017
USA
UK
Russia
Brazil
China
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15. Rollout challenges
Fall 2017
1 2 3
Ensuring we had
governance and
oversight in an
environment that
is very decentralized
Local execution
required local
budgets – using a
tool like Papirfly
helped us to
reduce local costs
Corporate affairs –
we needed to work
through the overlap
between corporate
broadcasting and
talent marketing
Your tomorrow starts today

16. Opportunity to build on the foundations
of the great work that was started
Went through an agency tender process to
appoint a new global partner. There are some
great global employer brand agencies out there,
but make sure they are the right cultural fit – this
was a big part of our selection criteria
Goal to bring the EVP to life globally and
activate in more markets locally
Growth
2018: Global Employer
Reputation team grew by 2!
Alex Kirsten
Kelly
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17. Next wave of markets to activate our EVP
2018
USA
UK
Russia
Brazil
China
Netherlands
Germany
Poland
France
Mexico
Kazakhstan
Ireland
Portugal Spain
Italy
Australia
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Canada
Denmark
Norway
Sweden
South Africa
Saudi Arabia
UAE
India

18. 1
Brilliant
Brand
Execution
2
Win@
Social
(Digital)
3
Strong
Advocacy &
Stakeholder
Engagement
4
Integration
Everywhere
4 key areas of priority
Your tomorrow starts today

19. Global
governance
to build equity
into one
global brand
Global
Training &
Education
Community
Building
Spotlight
Sessions
Social
Sharing
Influencing internal buy-in
Your tomorrow starts today

20. A new
corporate
brand and
purpose
Curveball!
Your tomorrow starts today

21. Your tomorrow starts today
The world we
want tomorrow
starts with how we
do business today

22. October
Workshops and
meetings with
brand teams,
corporate brand
agency
Written re-articulation
of the EVP
November
Redesign of the EVP
creative platform
Internal testing
and feedback
December
External testing of
the creative platform
in 5 global markets
January
Development of the
creative platform
February
x 2 global photoshoots
Creation of toolkit
of brand assets
Creation of employer
brand book
Integration of
toolkit assets with
deployment platform
Re-brand of
internal Employer
Reputation Portal
March
LAUNCH!
Activity undertaken to re-articulate our EVP
Research, UX, wireframes, Design, Copy, build and test of new global careers website
2018 2019
Your tomorrow starts today

23. Poster
Social
Post
Careers
website
Advert
Campaign assets
Your tomorrow starts today

24. Challenges faced
1 2 3
Multiple
stakeholders: brand
agencies, brand teams
and corporate affairs
Local stakeholders
had already bought
into the original Grow
Beyond campaign
and some markets
had only recently
rolled it out
Re-enforcement of
the importance of the
role of the EVP in the
wider purpose and
corporate narrative
Your tomorrow starts today

25. Engagement with local Employer Reputation leads
Training
Sessions
Webinars Video
Your tomorrow starts today

26. VIDEO

27. Website visits
OLD: 113,162
NEW: 565,811
That’s nearly 5 times the
amount of traffic achieved
by the old website; 21% are
return visitors
(EPS Goal = 10% YOY)
Page views
OLD: 189,000
NEW: 1,886,731
That’s more than 10 times
the amount of traffic
achieved by the old website
Page/ sessions
OLD: 1.81
NEW: 3.33
This means users are
visiting close to double the
amount of pages
Avg session
OLD: 1.04 min
NEW: 1.57 min
This means visitors spending
more time on the website
WIN @ SOCIAL: Careers website
LIVE SITES: Global, UK, Russia, Brazil & Mexico
COMING SOON: Saudi & UAE, India, South Africa
Conversion Rate, visit
to apply click
OLD: 7.4%
NEW: 20.11%
(EPS Goal: 20%)
Almost 300% Increase!!
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Talent Pool
Growth
OLD: N/A
NEW: 17,102
(EPS Goal: +50k/Yr)

28. We’re continuing
to engage with
our local employer
reputation leads
Your tomorrow starts today

29. What’s next?
1 2
3 4
Build on the current strategy
for future success
Continue to provide ROI to
secure future buy-in & funding
Build a sustainable team and
employer brand strategy for
the long term
Bring to life our bold ambition
to be the most attractive
employer in the world for the
development of our
Associates
Your tomorrow starts today

30. Key
lessons
learned
Continuous stakeholder management
is required – don’t underestimate the
need for regular communication and
be creative when doing so!
Communicate, communicate, communicate!
Build a great team with diversity of skill
at both a global and a local level
Build credibility in the business that
Employer Reputation is a strategic and
critical priority – its linked to business results
Do different and never done before –
challenge yourself and your teams
Your tomorrow starts today

31. Conclusion
Ambition
Perseverance
Influencing skills
Don’t shy away from sharing your
passion and emotional connection
to your strategy and plans
This is the fundamental essence
of building your organization’s
EVP and promise – if you can’t
feel it, your stakeholders won’t!
Your tomorrow starts today

32. Your tomorrow starts today