Employer Brand Training Guide (Thermo Fisher)
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Transcript of Employer Brand Training Guide (Thermo Fisher)
Brand Training GuideWhat story will you tell?
table of contents
Part one: The Promise
Part two: The Concept
Part three: The Templates
Part four: Localizing Your Message
Brand Training Guide
What story will you tell?
Part One: The Promise
part one: the promise Brand Training Guide
Goals and ObjectivesCreate an employer brand platform that reflects Thermo Fisher Scientific’s organizational performance objectives and drives attention, engagement and retention of talent.
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Create a stimulating and content rich employer brand that is linked to the company mission and strategy of making the world healthier, cleaner and safer.
Develop positioning and channel development through partnerships with key internal stakeholders to drive an aligned messaging system that educates, inspires and convinces prospective recruits.
Build excitement and esprit de corps around Thermo Fisher Scientific’s compelling story, including its steady growth and sustained momentum.
Improve recruiting success by clarifying the company’s key messages.
Equip TA with tools to talk about the company and its success.
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To recruit from a position of strength
To increase our recruiting power
To give our employees a coherent, compelling
To unleash the power of storytelling
To transform our employees into talent
To solicit and truly hear the voice of the
To always make sure we “walk our talk”
We earn a reputation in exponentially message to pass along We seek out and magnets themselves employee – current and Apply what we hear from
the marketplace that as We turn our entire Everyone is consistently leverage stories about We build a team that potential employees to continuallysuch we don’t have to workforce into a team “on message” and tell the experiences people embodies our spirit and To develop and improve the Thermospend time trying to of headhunters. others about why Thermo have with Thermo Fisher reflects our beliefs to institutionalize processes Fisher work experienceconvince people why Fisher is such a great to illustrate the tangible become walking talent that enable us to hear the and never makethey should work for us. employer and place to value we bring to magnets, attracting voice of the employee. employment promises we
work. peoples’ lives. people like themselves to the Thermo Fisher work
can’t keep.
experience.
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part one: the promise Brand Training Guide
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Research ApproachFrom July through August, 2014, TMP Worldwide and Thermo Fisher Scientific collaborated to conduct a total of thirteen interviews with business leaders, a workshop with representatives from Marketing, Communications and Talent Acquisition, an employee perceptions survey that resulted in 427 participants from various areas within the company, and six focus groups with employees from around the world.
Leadership interview participants included:•
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Joe Beery, CIO
Greg Herrema, Sr. VP & President, CCG
Karen Kirkwood, VP, Corporate Communications
Shiraz Ladiwala, Sr. VP, Strategy and Corporate Development
Tom Loewald, Sr. VP & President Analytical Instruments Group
Fred Lowery, Sr. VP & President, Laboratory Products Group
Bill McMahon, President Laboratory Equipment Division
Sue Rice, Sr. VP, Human Resources
Val Mulhern, VP, Human Resources
Art Wood, VP, Human Resources
Tom Schlegel, VP, Human Resources
Mark Stevenson, Exec. VP & President, Life Science Solution Group
Stephen Williamson, Sr. VP & Chief Financial Officer
Workshop• 26 participants
Employee perceptions survey• 427 respondents
Employee Focus Groups• R&D/Product Management – Carlsbad, CA (6)• Commercial (sales/field service) – Shanghai, China (16)• Manufacturing – Singapore (11)• Regulatory/Quality Assurance – UK (6)• Software Engineering – Bangalore, India (10)• Finance – Waltham, MA (6)
part one: the promise
You know better than anyone how valuable the career opportunities are here at Thermo Fisher Scientific. Our Employer Value Proposition is a way of clarifying and summarizing what we offer candidates.Being part of our team means a candidate will have the opportunity to:
Realize your best – professionally and personally
We’re communicating to our audience that Thermo Fisher Scientific provides continuous challenge and expansive opportunities that empower professionals to reach their professional and personal best.
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Brand Training Guide
A transformative leader powered by an important mission
Thermo Fisher Scientific is changing the scientific industry, achieving success on a global scale while wholeheartedly embracing its mission: enabling customers to make the world healthier, cleaner, and safer.
Pillar 1
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What it Means to Employees• Inspiration
What it Means to Candidates•Confidence
Industry leadership
Stability Company reputation
Connection to the mission
Important work
Attributes supported by quantitative and/or qualitative research with employees
Pillar 1
Meaningful impact inside the company and out
We are empowered to affect change, taking on challenges that lead to personal achievement, company success, and genuine contributions to society.
Pillar 2
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What it Means to Employees• Purpose
What it Means to Candidates•Challenge
Continuous challengeAccomplishmentEmpowerment
Connection to the mission
Attributes supported by quantitative and/or qualitative research with employees
Pillar 2
Working the right way for the right reasons
By putting our mission first and striving for optimal performance, together we focus on doing the right thing and improving the quality of work.
Pillar 3
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What it Means to Employees• Achievement
What it Means to Candidates•Integrity
Work the right way
Collaborative Manager quality Coworker quality
Connection to the missionImportant work
Attributes supported by quantitative and/or qualitative research with employees
Pillar 3
Pillar: Where careers are made
Size, scope, and success makes Thermo Fisher Scientific a great platform for careers, offering a variety of paths for learning and development, cross-functional exploration, and opportunities for advancement.
Pillar 4
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What it Means to Employees• Fulfillment
What it Means to Candidates•Possibility
Career evolutionContinuous challengeDiscoveryLearning
Advancement opportunities
Attributes supported by quantitative and/or qualitative research with employees
Pillar 4
Realize your best – professionally and personally “Realize your best – professionally and personally,” encapsulates the Thermo Fisher Scientific employment experience, one that enables you to reach your professional best through continuous challenge and expansive opportunity, as well as your personal best, achieved through alignment with our company values and contributions to society made possible by our mission. “Realize your best – professionally and personally,” is a goal that requires an achievement-focus, suggesting that if every employee achieves this goal, then the company as a whole can only do the same.
EVP: Positioning Strategy
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A transformative leader powered by
an important mission
Working the right way for the right reasons
Meaningful impact inside the
company and out
Where careers are made
What it Means to Employees• Inspiration
• Achievement
• Purpose• Fulfillment
What it Means to Candidates•Confidence•Integrity
•Challenge•Possibility
EVP Positioning
Making the strategy work: message guidelines and marketing playbooks
Sales
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Universal Campus
Technical EMEA
Finance APAC
Audiences Brand Training Guide
• Asia places more importance on company strategy, leadership and teamwork• EMEA places importance on challenging work. • Finance cares about leadership and stability• Sales focuses on manager quality, recognition and teamwork. • IT and R&D place more importance on coworker quality, importance of work and
innovation
What story will you tell?
Part Two: The Concept
We have a storytelling culture at Thermo Fisher, and our stories all point to our mission: enabling our customers to make the world healthier, cleaner and safer. Our concept invites candidates to be a part of our stories of community, care, innovation, opportunity, exploration and excitement. By telling inspiring stories from an individual perspective, we can reach out to a wide variety of professionals and create an emotional connection to our people, our organization—and to the candidate’s future.
part two: the concept Brand Training Guide
What story will you tell?
10
part two: the concept Brand Training Guide
MY WORK IS A
STORY OF EONS.What I do helps us anticipate the future—by going back as far as we can go. Our instruments help scientists measure small differences in 800,000-year-old ice cores, giving the world access to unprecedented information about how the climate has changed—and crucial clues about what lies ahead.
Our work has historic significance, but I also appreciate the smaller-scale results of what I do. Collaborating with colleagues to provide new opportunities for our customers. Making sure they have the right tools to get the best results. Every day, I’m able to impact people who are doing important work and making groundbreaking discoveries.
DanielApplications Specialist
Explore our opportunities atjobs.thermofisher.com and join our team.
15
If you’re looking for clues to your future, you’ll discover that, at Thermo Fisher Scientific, each one of our 50,000 extraordinary minds has a unique story to tell. And we all contribute to a singular mission—enabling our customers to make the world healthier, cleaner and safer.
What story will you tell?
Brand Training Guide
What story will you tell?
MY WORK IS A
STORY OF SUSTENANCE.Niusheng
Application Engineer
What story will you tell?
MY WORK IS A
STORY OF SUSTAINABILITY.MattScientist
What story will you tell?
MY WORK IS A
STORY OF SAFETY.Christoph
Product Specialist
What story will you tell?
MY WORK IS A
STORY OF INVESTMENT.Stella
Director, Finance
What story will you tell?
MY WORK IS A
STORY OF DETECTION.Mike
Senior Sales Representative
What story will you tell?
MY WORK IS A
STORY OF HUMANITY.Dennis
Senior Staff Scientist
MY WORK IS A
What story will you tell?
STORY OF REVELATION.Larry
Business Excellence Specialist
part two: the concept
16
Layout Elements
part two: the concept Brand Training Guide
MY WORK IS A
STORY OF EONS.DanielApplications Specialist
What I do helps us anticipate the future—by going back as far as we can go. Our instruments help scientists measure small differences in 800,000-year-old ice cores, giving the world access to unprecedented information about how the climate has changed—and crucial clues about what lies ahead.
If you’re looking for clues to your future, you’ll discover that, at Thermo Fisher Scientific, each oneof our 50,000 extraordinary minds has a unique story to tell. And we all contribute to a singular mission—enabling our customers to make the world healthier, cleaner and safer.
What story will you tell?
Explore our open positions:• Add job title, req #, and location• Add job title, req #, and location
• Add job title, req #, and location• Add job title, req #, and location
• Add job title, req #, and location • Add job title, req #, and location
Explore our opportunities atjobs.thermofisher.com and join our team.
HeadlineThe headline will always take the form: “My work is a story of ”
Body CopyThe main text; there are long and shortversions for each employee story.
Call to ActionThe desired next step for candidates;can include visiting our website, applyingfor a position, attending an event or someother response.
PhotographyFeatures the employee in a moment
of impact. Whenever an image is used, include the corresponding
headline, along with the employee’sname and title.
Story BoxA design element that engages the candidate with an open-ended question. The story box
should always be included when space permits.
Name and Job TitleFirst name only. Do not modify the approved job title.
LogoShould always be included.
Editable Body CopyFor placing customizable information such as
job requisitions and event information.
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Part Three: The TemplatesWhat story will you tell?
part three: the templates Brand Training Guide
Here are examples of some common ad sizes.
Our work has historic significance, but I also appreciate the smaller-scale results of what I do. Collaborating with colleagues to provide new opportunities for our customers. Making sure they have the right tools to get the best results. Every day, I’m able to impact people who are doing important work and making groundbreaking discoveries.
What story will you tell?
MY WORK IS A
STORY OF EONS.What I do helps us anticipate the future—by going back as far as we can go. Our instruments help scientists measure small differences in 800,000-year-old ice cores, giving the world access to unprecedented information about how the climate has changed—and crucial clues about what lies ahead.
DanielApplications Specialist
Explore our opportunities atjobs.thermofisher.com and join our team.
If you’re looking for clues to your future, you’ll discover that, at Thermo Fisher Scientific, each one of our 50,000 extraordinary minds has a unique story to tell. And we all contribute to a singular mission—enabling our customers to make the world healthier, cleaner and safer.
MY WORK IS A
STORY OF EONS.DanielApplications Specialist
What I do helps us anticipate the future—by going back as far as we can go. Our instruments help scientists measure small differences in 800,000-year-old ice cores, giving the world access to unprecedented information about how the climate has changed—and crucial clues about what lies ahead.
If you’re looking for clues to your future, you’ll discover that, at Thermo Fisher Scientific, each one of our 50,000 extraordinary minds has a unique story to tell. And we all contribute to a singular mission—enabling our customers to make the world healthier, cleaner and safer.
Explore our opportunities atjobs.thermofisher.com and join our team.
What story will you tell?
Explore our open positions:• Add job title, req #, and location• Add job title, req #, and location• Add job title, req #, and location
• Add job title, req #, and location• Add job title, req #, and location• Add job title, req #, and location
MY WORK IS A
STORY OF EONS.DanielApplications Specialist
Explore our opportunities atjobs.thermofisher.com and join our team.
What story will you tell?
What I do helps us anticipate the future—by going back as far as we can go. Our instruments help scientists measure small differences in 800,000-year-old ice cores, giving the world access to unprecedented information about how the climate has changed—and crucial clues about what lies ahead.
If you’re looking for clues to your future, you’ll discover that, at Thermo Fisher Scientific, each one of our 50,000 extraordinary minds has a unique story to tell. And we all contribute to a singular mission—enabling our customers to make the world healthier, cleaner and safer.
MY WORK IS A
STORY OF EONS. Each one of our 50,000 extraordinary minds has a unique story to tell. And we all contribute to a singular mission—enabling our customers to make the world healthier, cleaner and safer.
What story will you tell?
Explore opportunities at jobs.thermofisher.com.
DanielApplications Specialist
Full Page Ad
Global Talent Acquisition Portalhttp://org.iconnect.thermofisher.net/sites/HR1/TA/Pages/Home.aspx19
Half Page Vertical Ad
1/4 Horizontal Ad 1/4 Vertical Ad
part three: the templates Brand Training Guide
Our work has historic significance, but I also appreciate the smaller-scale results of what I do. Collaborating with colleagues to provide new opportunities for our customers. Making sure they have the right tools to get the best results. Every day, I’m able to impact people who are doing important work and making groundbreaking discoveries.
What story will you tell?
MY WORK IS A
STORY OF EONS.What I do helps us anticipate the future—by going back as far as we can go. Our instruments help scientists measure small differences in 800,000-year-old ice cores, giving the world access to unprecedented information about how the climate has changed—and crucial clues about what lies ahead.
DanielApplications Specialist
Explore our opportunities atjobs.thermofisher.com and join our team.
If you’re looking for clues to your future, you’ll discover that, at Thermo Fisher Scientific, each one of our 50,000 extraordinary minds has a unique story to tell. And we all contribute to a singular mission—enabling our customers to make the world healthier, cleaner and safer.
MY WORK IS A
STORY OF EONS.DanielApplications Specialist
What story will you tell?
What story will you tell?
MY WORK IS ASTORY OF EONS.What I do helps us anticipate the future—by going back as far as we can go. Our instruments help scientists measure small differences in 800,000-year-old ice cores, giving the world access to unprecedented information about how the climate has changed—and crucial clues about what lies ahead.
DanielApplications Specialist
jobs.thermofisher.com
jobs.thermofisher.com
MY WORK IS ASTORY OF EONS.
jobs.thermofisher.com
Each one of our 50,000 extraordinary minds has a unique story to tell. And we all contribute to a singular mission— enabling our customers to make the world healthier, cleaner and safer.
Explore our opportunities atjobs.thermofisher.com and join our team.
What story will you tell?
Zap Stand
Global Talent Acquisition Portalhttp://org.iconnect.thermofisher.net/sites/HR1/TA/Pages/Home.aspx20
Wall Signage Flyer
Handshake Card
part three: the templates Brand Training Guide
Web Banners 160x600 Web Banners 728x90
Web Banners 300x250
Global Talent Acquisition Portalhttp://org.iconnect.thermofisher.net/sites/HR1/TA/Pages/Home.aspx21
part three: the templates Brand Training Guide
Zap Stands
MY WORK IS A
STORY OF HEALTH.LouiseManager, IT
jobs.thermofisher.com
What story will you tell?
MY WORK IS ASTORY OF AUTHENTICITY.EricaBusiness Director
jobs.thermofisher.com
What story will you tell?
MY WORK IS A
STORY OF DETECTION.MikeSenior Sales Representative
jobs.thermofisher.com
What story will you tell?
MY WORK IS A
STORY OF GROWTH.Cathy
Application Manager
jobs.thermofisher.com
What story will you tell?
MY WORK IS A
STORY OF PURITY.SamCommercial Director
jobs.thermofisher.com
What story will you tell?
jobs.thermofisher.com
What story will you tell?
MY WORK IS ASTORY OF SUSTAINABILITY.MattScientist
jobs.thermofisher.com
What story will you tell?
MY WORK IS A
STORY OF CONNECTION.DhanushSoftware Development Engineer
Global Talent Acquisition Portalhttp://org.iconnect.thermofisher.net/sites/HR1/TA/Pages/Home.aspx22
part three: the templates Brand Training Guide
Email Template Flyer (Front)
At Thermo Fisher Scientific, innovation is a constant part of our culture, and we’re supported by the largest R&D budget in the industry. On the development team I’m a part of, we each bring insights from our own disciplines to continually improve our products and our processes. Working together like this encourages all of us to go the extra mile for our customers.
MY WORK IS A
STORY OF SAFETY.
I help keep children safe. The instruments I develop ensurethat our customers—and regulatory agencies around the world—can keep lead out of our kids’ toys. Our instruments also contribute to identifying impurities in drinking water, hazardous elements in cosmetics and many other important applications. Seeing the variety of ways our customers are using our technology makes what I do even more fulfilling.
ChristophProduct Specialist
What story will you tell?
Explore our opportunities atjobs.thermofisher.com and join our team.
What story will you tell? jobs.thermofisher.com
In a region that stretches across Europe, the Middle East and Africa, you’ll find diverse opportunities for challenging work, along with plenty of room for you to grow professionally. With approximately 20,000 employees in the EMEA region, our scale is a key advantage in the global markets we serve. Working in 156 sites, our people generate more than $4.5 billion in revenue. We’ve also created Centres of Excellence that leverage our strengths in manufacturing, commercial capabilities and R&D. Visit jobs.thermofisher.com/emea to learn more about Thermo Fisher Scientific in the EMEA region and explore our opportunities.
1. What you do every day will be meaningfulEveryone at Thermo Fisher makes a significant difference— to our team, to our customers and to the world.
2. You’ll have the opportunity to define your pathYou’ll discover resources for professional development,a culture that welcomes your ideas and opportunities that only a global leader can provide.
3. You’ll work with purposeWhat you do contributes directly to our mission: enabling ourcustomers to make the world healthier, cleaner and safer.
4. You can share our passion for doing things the right way
You’ll work alongside enthusiastic colleagues who are dedicated to acting responsibly, collaborating effectively and making a difference in the world.
5. You’ll be able to realize your bestYou’ll be inspired by colleagues, empowered to exercise your imagination on real-world challenges and supported with benefits that enhance your life.
5REASONS TOWORK AT THERMO FISHER SCIENTIFIC
THERMO FISHER SCIENTIFIC IN EMEA
TELL THE STORY
OF YOUR CAREER.As the world’s leader in serving science, at Thermo Fisher Scientific, our professionals develop critical solutions—and build rewarding careers. We’re a driving force in the research, healthcare, industrial and applied markets, generating more than $17 billion in annual revenue. No other company can match our range of customer touch points—technologically, geographically or commercially. We help customers in finding cures for cancer, protecting the environment, making sure our food is safe and moving forward with thousands of important projects that improve millions of lives.
At Thermo Fisher, what you do will have real-world impact, and you’ll be supported in achieving your career goals. Learn more about our global team of more than 50,000 professionals and tell your own story.
Flyer (Back)
Global Talent Acquisition Portalhttp://org.iconnect.thermofisher.net/sites/HR1/TA/Pages/Home.aspx23
part three: the templates Brand Training Guide
T-Shirts
WHY DO I WORKFOR THE WORLD LEADER
IN SERVINGSCIENCE?
BECAUSE I HAVE A PASSION FOR DOING THINGS THE RIGHT WAY.
jobs.thermofisher.com
WHY DO I WORKFOR THE WORLD LEADER
IN SERVINGSCIENCE?
BECAUSE I CANWORK WITH PURPOSE.
jobs.thermofisher.com
Front
Global Talent Acquisition Portalhttp://org.iconnect.thermofisher.net/sites/HR1/TA/Pages/Home.aspx20
Back Front Back
part three: the templates Brand Training Guide
The following is a complete list of approved brand activation assets developed as of November 2015:
• Wall Signage – 23• Zap Stands – 6• Brochure• Flyers – 8• Print Ads – 8 in 3 in sizes each• Print ads, Small Space Generic – 3• Digital Banners – 7 in 3 sizes each• Html Email Template
Global Talent Acquisition Portalhttp://org.iconnect.thermofisher.net/sites/HR1/TA/Pages/Home.aspx25
• Handshake Cards• Standard Word Template – 7• Welcome Folders – 3• Boilerplate Copy• Tablecloth• T-Shirts – 5• LinkedIn Profile How-to Flyer• LinkedIn Profile Background Image
part three: the templates Brand Training Guide
Here are some additional recruiter resources:
Recruiter Brand Training Video
5 Reasons to Work at Thermo Fisher Scientific1.What you do every day will be meaningful. Everyone at Thermo Fisher makes a significant difference—
to our team, to our customers and to the world.2.You’ll have the opportunity to define your path. You’ll discover resources for professional development,
a culture that welcomes your ideas and opportunities that only a global leader can provide.3.You’ll work with purpose. What you do contributes directly to our mission: enabling our customers to make
the world healthier, cleaner and safer.4.You can share our passion for doing things the right way. You’ll work alongside enthusiastic colleagues
who are dedicated to acting responsibly, collaborating effectively and making a difference in the world.5.You’ll be able to realize your best. You’ll be inspired by colleagues, empowered to exercise your
imagination on real-world challenges and supported with benefits that enhance your life.
Talking Points• Is a U.S. Fortune 500 company—ranked number 181—employing
50,000 professionals in diverse fields
Global Talent Acquisition Portalhttp://org.iconnect.thermofisher.net/sites/HR1/TA/Pages/Home.aspx26
• Makes the largest investment in R&D in the industry
• Generates 25% of current revenue from products that didn’t exist 5 years ago
• Serves the research, healthcare, industrial and applied markets
• Helps customers accelerate life sciences research, solve complex analytical challenges, improve patient diagnostics and increase laboratory productivity
• Is a leader in mass spectrometry and chromatography platforms for the life sciences research market
• Produces industry-leading analytical instruments to monitor industrial processes, analyze foods and track air and water quality
• Offers the most-cited life sciences reagents and instruments
• Serves customers in laboratories and clinics, on production lines and out in the field
• No other company can match our range of customer touch points— technologically, geographically or commercially
What story will you tell?
Part Four: Localizing Your Message
part four: localizing your message
To make your message as effective as possible, you want to speak directly to your specific candidates. A first step is to select a story that will resonate with your particular audience. We’ve provided stories matched with a range of audiences here. As always, full resources and options can be found on the Global Talent Acquisition Portal.
Global Talent Acquisition Portalhttp://org.iconnect.thermofisher.net/sites/HR1/TA/Pages/Home.aspx24
Brand Training Guide
part four: localizing your message Brand Training Guide
Finance AudienceKey Messages: product breadth, stability
Name: StellaTitle: Director, FinanceAlso recommended for: Career Progression, Leadership Development, Product Development, Women
What story will you tell?
MY WORK IS A
STORY OF INVESTMENT.StellaDirector, Finance
Name: DanTitle: Director, Public HealthAlso recommended for:Government, Global
MY WORK IS A
STORY OF PROTECTION.
What story will you tell?
Dan
Director, Public Health
Name: JunkoTitle: Senior Director, R&DAlso recommended for: Scientist, Diversity, Women
What story will you tell?
MY WORK IS A
STORY OF PROGRESS.Junko
Senior Director, R&D
Name: AnandTitle: Director, PricingAlso recommended for: Leadership Development, Business
MY WORK IS A
STORY OF VALUE.
What story will you tell?
Anand
Director, Pricing
29
part four: localizing your message Brand Training Guide
Sales AudienceKey Messages: support, recognition
Name: SamTitle: Commercial Director
What story will you tell?
MY WORK IS A
STORY OF PURITY.Sam
Commercial Director
Name: DanTitle: Director, Public HealthAlso recommended for:Government, Global
What story will you tell?
MY WORK IS A
STORY OF PROTECTION.Dan
Director, Public Health
Name: JunkoTitle: Senior Director, R&DAlso recommended for: Scientist, Diversity, Women
What story will you tell?
MY WORK IS A
STORY OF PROGRESS.Junko
Senior Director, R&D
Name: AnandTitle: Director, PricingAlso recommended for: Leadership Development, Business
What story will you tell?
MY WORK IS A
STORY OF VALUE.Anand
Director, Pricing
30
part four: localizing your message Brand Training Guide
Technical AudienceKey Messages: critical work, R&D investment
Name: JoeTitle: Senior Vice President and CIOAlso recommended for:Executive
What story will you tell?
MY WORK IS ASTORY OF INSPIRATION.Joe
Senior Vice President and CIO
Name: ScottTitle: Senior Manager, Technical SupportAlso recommended for: Operations, Manufacturing, Career Growth
What story will you tell?
MY WORK IS ASTORY OF MOMENTUM.Sc ott
Senior Manager, Technical Support
Name: LouiseTitle: Manager, ITAlso recommended for:WomenWhat story will you tell?
MY WORK IS ASTORY OF HEALTH.Louise
Manager, IT
Name: DanTitle: Director, Public HealthAlso recommended for:Government, Global
What story will you tell?
MY WORK IS ASTORY OF PROTECTION.Dan
Director, Public Health
Name: JulioTitle: Senior Staff ScientistAlso recommended for:R&D
What story will you tell?
MY WORK IS ASTORY OF JUSTICE.Jul io
Senior Staff Scientist
Name: JunkoTitle: Senior Director, R&DAlso recommended for: Scientist, Diversity, Women
What story will you tell?
MY WORK IS ASTORY OF PROGRESS.Junko
Senior Director, R&D
Name: DennisTitle: Senior Staff ScientistAlso recommended for:R&D
What story will you tell?
MY WORK IS ASTORY OF HUMANITY.Dennis
Senior Staff Scientist
Name: DanielTitle: Applications SpecialistAlso recommended for:Science, Innovation
MY WORK IS ASTORY OF EONS.
What story will you tell?
Daniel
Applications Specialist
Name: ChristophTitle: Product SpecialistAlso recommended for:R&DWhat story will you tell?
MY WORK IS ASTORY OF SAFETY.Christoph
Product Specialist
Name: RobertTitle: Product ManagerAlso recommended for: Science, STEM, Innovation
What story will you tell?
MY WORK IS A
STORY OF ENLIGHTENMENT.Robert
Product Manager
Name: MattTitle: ScientistAlso recommended for: Green Chemistry, Innovation
What story will you tell?
MY WORK IS ASTORY OF SUSTAINABILITY.Matt
Scientist
Name: DhanushTitle: Software Development EngineerWhat story will you tell?
MY WORK IS ASTORY OF CONNECTION.Dhanush
Software Development Engineer
Name: MeredithTitle: Senior Manager, QualityAlso recommended for:Women
What story will you tell?
MY WORK IS ASTORY OF PROMISE.Mered ith
Senior Manager, Quality
Name: DougTitle: Regulatory SpecialistAlso recommended for: Compliance, Professional Growth
What story will you tell?
MY WORK IS ASTORY OF ELEVATION.Doug
Regulatory Specialist
31
part four: localizing your message Brand Training Guide
Campus AudienceKey Messages: continuous development
Name: ScottTitle: Senior Manager, Technical SupportAlso recommended for: Operations, Manufacturing, Career Growth
What story will you tell?
MY WORK IS A
STORY OF MOMENTUM.Scott
Senior Manager, Technical Support
Name: DanTitle: Director, Public HealthAlso recommended for:Global, Government
What story will you tell?
MY WORK IS A
STORY OF PROTECTION.Dan
Director, Public Health
Name: CathyTitle: Application ManagerAlso recommended for:Women
What story will you tell?
MY WORK IS A
STORY OF GROWTH.Cathy
Application Manager
Name: JunkoTitle: Senior Director, R&DAlso recommended for: Scientist, Diversity, Women
What story will you tell?
MY WORK IS A
STORY OF PROGRESS.Junko
Senior Director, R&D
Name: EricaTitle: Business DirectorAlso recommended for:Women
What story will you tell?
MY WORK IS A
STORY OF AUTHENTICITY.EricaBusiness Director
Name: AnandTitle: Director, PricingAlso recommended for: Leadership Development, Business
MY WORK IS A
STORY OF VALUE.
What story will you tell?
Director, PricingAnand
Name: RobertTitle: Product ManagerAlso recommended for:Science, STEM, Innovation
MY WORK IS ASTORY OF ENLIGHTENMENT.
What story will you tell?
Robert Product Manager
32
part four: localizing your message Brand Training Guide
EMEA AudienceKey Messages: high performance, innovation
Name: DanTitle: Director, Public HealthAlso recommended for:Global, Government
What story will you tell?
MY WORK IS A
STORY OF PROTECTION.Dan
Director, Public Health
Name: JunkoTitle: Senior Director, R&DAlso recommended for: Scientist, Diversity, Women
What story will you tell?
MY WORK IS A
STORY OF PROGRESS.Junko
Senior Director, R&D
Name: DanielTitle: Applications SpecialistAlso recommended for:Science, Innovation
What story will you tell?
MY WORK IS A
STORY OF EONS.Daniel
Applications Specialist
Name: ChristophTitle: Product SpecialistAlso recommended for:R&DWhat story will you tell?
MY WORK IS A
STORY OF SAFETY.Chris toph
Product Specialist
33
part four: localizing your message Brand Training Guide
APAC AudienceKey Messages: strategy, admired company
Name: DanTitle: Director, Public HealthAlso recommended for:Global, Government
What story will you tell?
MY WORK IS A
STORY OF PROTECTION.Dan
Director, Public Health
Name: JunkoTitle: Senior Director, R&DAlso recommended for: Scientist, Diversity, Women
What story will you tell?
MY WORK IS A
STORY OF PROGRESS.Junko
Senior Director, R&D
Name: NiushengTitle: Application Engineer
What story will you tell?
MY WORK IS A
STORY OF SUSTENANCE.Niusheng
Application Engineer
Name: LinTitle: Sales Engineer
What story will you tell?
MY WORK IS A
STORY OF CLARITY.Lin
Sales Engineer
Name: StellaTitle: Director, FinanceAlso recommended for: Career Progression, Leadership Development, Women
What story will you tell?
MY WORK IS A
STORY OF INVESTMENT.StellaDirector, Finance
Name: SamTitle: Commercial Director
What story will you tell?
MY WORK IS A
STORY OF PURITY.Sam
Commercial Director
Name: CathyTitle: Application ManagerAlso recommended for:Women
What story will you tell?
MY WORK IS A
STORY OF GROWTH.Cathy
Application Manager
Name: DhanushTitle: Software Development Engineer
What story will you tell?
MY WORK IS A
STORY OF CONNECTION.DhanushSoftware Development Engineer
Name: AnandTitle: Director, PricingAlso recommended for: Leadership Development, Business
What story will you tell?
MY WORK IS A
STORY OF VALUE.AnandDirector, Pricing
30
Brand Training Guide
Universal AudienceKey Messages: innovation, growth, mission
part four: localizing your message
Name: JoeTitle: Senior Vice President and CIO
What story will you tell?
MY WORK IS A
STORY OF INSPIRATION.Joe
Senior Vice President and CIO
Name: ScottTitle: Senior Manager, Technical Support
What story will you tell?
MY WORK IS A
STORY OF MOMENTUM.Scott
Senior Manager, Technical Support
Name: LouiseTitle: Manager, IT
What story will you tell?
MY WORK IS A
STORY OF HEALTH.Louise
Manager, IT
Name: DanTitle: Director, Public Health
What story will you tell?
MY WORK IS A
STORY OF PROTECTION.Dan
Director, Public Health
Name: JulioTitle: Senior Staff Scientist
What story will you tell?
MY WORK IS A
STORY OF JUSTICE.Julio
Senior Staff Scientist
Name: JunkoTitle: Senior Director, R&D
What story will you tell?
MY WORK IS A
STORY OF PROGRESS.Junko
Senior Director, R&D
Name: DennisTitle: Senior Staff Scientist
What story will you tell?
MY WORK IS A
STORY OF HUMANITY.Dennis
Senior Staff Scientist
Name: DanielTitle: Applications Specialist
What story will you tell?
MY WORK IS A
STORY OF EONS.Daniel
Applications Specialist
Name: ChristophTitle: Product Specialist
What story will you tell?
MY WORK IS A
STORY OF SAFETY.Christoph
Product Specialist
Name: AnandTitle: Director, Pricing
What story will you tell?
MY WORK IS A
STORY OF VALUE.AnandDirector, Pricing
Name: MattTitle: Scientist
What story will you tell?
MY WORK IS ASTORY OF SUSTAINABILITY.Matt
Scientist
35
part four: localizing your message Brand Training Guide
Audience Message Story
Finance product breadth, stability Stella, Dan, Junko, Anand
Sales support, recognition Dan, Junko, Sam, Anand
Technical critical work, R&D investment Joe, Scott, Louise, Dan, Julio, Junko, Dennis, Robert, Daniel, Christoph, Dhanush, Matt, Meredith, Doug
Campus continuous development Scott, Dan, Junko, Erica, Cathy, Robert, Anand
APAC
strategy, admired company Stella, Dan, Junko, Sam, Cathy, Niusheng, Lin, Dhanush, Anand
EMEA high performance, innovation Dan, Junko, Daniel, Christoph
36
part four: localizing your message Brand Training Guide
Audience Message Story
Consult the Global Talent Acquisition Portal to review any employee stories you’re considering using. With each employee
story, you’ll find a matching headline, an image and long and short body copy options.
37
Universal innovation, growth, mission Joe, Scott, Louise, Dan, Julio, Junko, Dennis, Daniel, Christoph, Anand, Matt, Sarah
ToolsWhat story will you tell?
Tools TA Portal
38
Build your professional reputation and visibility
40
Social Sharing Brand Training Guide
When you share great content, it reflects well on you. You’re building your reputation as someone who’s knowledgeable in your field.
You’re also increasing your credibility and visibility – and your chances of growing your network.
Step 1Download the twitter playbook on the TA Portal
Step 2Visit linkedin.com/elevate or download the Elevate app on your iOS or Android mobile device (search “Elevate LinkedIn”).
Log in using your LinkedIn credentials and choose your topics. Start sharing today!
Proprietary & Confidential 41
What Story Will You Tell?
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