SIEMENS: Employer brand
Copywriting / Verbal strategy & guidelines
BACKGROUND
You’d be forgiven for thinking siemens just make dishwashers; they had a branding problem. So much so, they were losing prospective talent to competitors. our brief was To turn siemens from a faceless corporation, and create A new company vision that attracts and retains talent.
Companies don’t move the world forward, people do
People at Siemens are creating world-changing innovations in almost every country on the planet. Like smart city street lamps that talk to each other, to technology that can regrow the great barrier reef. The problem? Nobody knows it.
Our strategy? To bring these stories to the forefront and highlight some of the incredible people behind these innovations. We called these people #FutureMakers.
I wrote the TOV guidelines for the new Siemens Employer Brand. It became a pivotal document and informed absolutely everything we wrote for the next three years – across all channels, markets and mediums. The key pillars for this new way of speaking to the world? Be conversational, thoughtful and open.
a new tone of voice, for a new vision
details matter
when We interviewed some of the incredible innovators at siemens, it became evident they were passionate about detail. But it was these small details that would make a big difference on the way we live our lives.
Like the Japanese bullet trains that travel at 250.413 mph. Without that .413, trains would be 54 seconds late...
So we incorporated this into the tone of voice doc. By embracing the geeky side of innovations, it shows Siemens’ passion, and attracts those who are passionate about it too.
