Amplified employer brand across global markets

Challenge

Visibility and brand awareness were limited due to the absence of strict internal guidelines on brand usage across social platforms. Multiple social media accounts existed across countries with little oversight or coordination, leading to fragmentation and inconsistent messaging. Additionally, the lack of centralized monitoring made it difficult to identify and respond to online reviews related to the group’s recruitment process and internal culture, posing risks to brand reputation and candidate trust. This lack of supervision impacted both internal alignment and external perception, particularly around recruitment.

Solution

I launched a unified brand strategy supported by content, monitoring, and structural systems:

• Developed an inbound content calendar tied to employee and brand stories
• Launched a social media monitoring and feedback loop
• Created brand guidelines and a playbook to standardize usage across geographies
• Conducted social media mapping across countries to clarify strategy and assign national leads for streamlined execution
• Built a custom internal tool with R&D to track and analyze reviews across external platforms
• Developed and rolled out the first global social media standards
• Built a centralized bank of visual assets for the group
• Integrated paid and organic strategies to increase reach and engagement