Veeva provides Enterprise Cloud Software for Life Sciences Industry.
Business Growth Challenge
Recruitment marketing is a two part mission: help candidates and future candidates understand who the company is, what they do and why it is important; and even more importantly, help the candidates see themselves working at the company. The foundation of the latter comes from the stories of current employees who do the job the candidate is interested in. Furthermore, the story should answer two fundamental questions for the candidate: will I have professional fulfilment and will I have personal purpose?
The project involved mining employee advocacy stories to support recruitment marketing strategy while strengthening employee engagement. The assignment included design of program, conducting interviews globally, writing stories, and developing & deploying a survey to lay the foundation for the TVP/EVP recommendations.
Deliverables and Results
Jackie created a strategy that would allow us to collect and aggregate a value proposition by each major function (Engineering, Professional Services, Sales, etc.) that would guide the messaging for recruitment marketing website copy and supporting assets, and unearth individual, personal stories from employees about their professional journey getting to and working at Veeva. The implications of this work fuels the content needed for candidates to learn and feel a stronger connection to the company, but it elevates and celebrates the employees who participate in these stories, which in turn organically strengthens advocacy for themselves and their immediate team and department. And over time, it bolsters company culture, employee loyalty and creates an outside reputation for a wonderful and purposeful place to have a career.
Client Feedback
Ken Evans, VP Talent Marketing, Veeva Systems| It is amazing to work with Jackie as a marketing partner. Her strength is her ability to understand the marketing objective and to shape and execute a focused strategy from it. Approaching it from an incredibly effective and easy collaboration framework, she operates with genuine fascination and experience with the understanding that Marketing is as much about the art as it is the science. Positioning, data/research, and people...surfacing that blend of outputs for a range of projects is a skill. Her background in business, technology, and passion for the arts brings something special to the outputs, something more human, more organic, and with all good story tellers, something more memorable for the audience.