BlackRock

Employer Branding

SITUATION

BlackRock, a global investment management and risk management firm, expressed a desire to build an employer brand and to recruit campus students who may not have heard of them.

STRATEGY/SOLUTION

Our initial assessment identified distinctive traits that defined our client's culture. BlackRock's structure is flat, and their management style is characterized by a more personal treatment, where individuals succeed based on their own merit. The atmosphere is collaborative and casual—a definite antithesis to the “cut throat” customs normally associated with some financial service institutions.

Our strategy was to advertise their exceptional culture. Their employer value proposition became: “At BlackRock, we maintain a culture that is truly inspiring, which enables you to accomplish your most ambitious career goals while enjoying showing up at work each morning.” Based on this evocation, we developed the tagline: “BlackRock. Because Work Should Inspire You.” This would be used as the overall brand line, encapsulating the proposition. We also knew this would resonate with graduating college students who represented Generation Y, and who according to research, long for an employer who will not curtail their individuality.

We consistently developed their employer brand via an integrated media plan, which included a campus brochure, print ads, posters, giveaways, and interactive media. The commanding campus brochure used energetic, non-corporate copy and design, providing students with facts about the culture from the company and employee perspectives. The style was fresh, daring, smart, and creative, reflecting the attributes of both BlackRock employees and the candidates they were seeking.

THE RESULT

By providing a positive feeling about BlackRock's unique culture, the campaign effectively shaped their employer brand and drove traffic to their Web site. Their HR staff was extremely pleased with the increased recognition and qualified resumes they were receiving as a result of the campaign. No wonder it landed an EMA award for creative excellence in print advertising.