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Genentech’s Journey to Purposeful
Recruitment Branding
Glassdoor Roadshow, February 19, 2015
Traci Scovel, Principal Program Manager, Corporate Staffing
Topics
• In the beginning…
• Compare & Contrast
• Attract & Engage: It’s a new day
• Purposeful Messaging
• Designed Differentiation
• Fun Facts & Social Storytelling
In the beginning…
• Existed in a very different (local) environment
• Past recruitment campaigns were often derivatives
• Creative execution followed a pattern
• Relied heavily on Genentech’s reputation
• Messaging wasn’t differentiated
Attract & Engage: It’s a new day
• BE BOLD: command attention
• BE THOUGHTFUL: share relatable messaging that speaks to core Genentech values
• BE PROVOCATIVE: disrupt and inspire
• BE DIFFERENT: we are not a me too company
• BE BETTER: it’s in our DNA…encourage new thinking
Purposeful Messaging
Goal: To create consistent meaning in the minds of those who matter most to our
success.
• Revitalize how we are perceived externally through a campaign that further differentiates us from competitors
• Focus on candidate’s hopes and ambitions, positioning GNE as a vehicle to achieve those hopes and ambitions
• Inspire current employee community and further peak the curiosity of prospective candidates
• Invigorate people and expose them to opportunities to join a tradition of inquiry that helps change the face of medicine
Passion, Purpose, People
• Passion: We invented biotechnology. And we’re driven to do it again, every day
• Purpose: Doing your job well positively impacts the lives of millions of patients
• People: Our one-of-a-kind culture is built on diversity, dedication and celebration
Social Storytelling
• Optimize relevance, reach and candidate experience through vivid story telling,
bold imagery and differentiated content.
• Long Form Post (Relocation, HR landscape, Compensation)
Why “Open Company”We have an opportunity to show employees, as well as candidates that we are a company that doesn’t rest on its laurels. We strive to be better so that Genentech is a place where people can do their best work!
Be bold: address concerns head-on
Embrace opportunity to be proactive
Tell the Genentech story
Transform negative experiences
Explore & experiment
Resiliency through risk