Cap Gemini Ernst & Young

Global Employer Branding

SITUATION

Establishing a unified, worldwide brand image was among the highest priorities for newly formed Cap Gemini Ernst & Young (CGE&Y). The company was created in May 2000 when Cap Gemini acquired the Ernst & Young consulting practice. This ambitious global initiative included developing an employer brand that would leverage their corporate identity and ensure one image in all marketplaces. CGE&Y wanted a consistent worldwide brand that integrated their “spade” icon and could be accessed by all constituencies. They also required centralized creative development from a single agency and adherence to corporate standards. Flexibility would be crucial in order to accommodate customization required by each country.

STRATEGY/SOLUTION

We worked with our client's Employment Marketing and Branding Strategies team in the U.S. to develop the strategy. The proposal outlined the development of a comprehensive employer branding campaign that leveraged Cap Gemini Ernst & Young's global branding work while communicating the beneficial aspects of working for the company in unique and compelling ways. The process began with the formation of an international task force comprised of nearly twenty HR/recruiting, legal, and marketing professionals within the organization. The representative task force focused on cultural differences and developed a suite of 12 creative concepts showcasing CGE&Y as a consulting firm that values bold thinking and unique perspectives.

The concepts were adapted into 90 color and black and white ad executions, and translated into a dozen languages. The employer branding creative covered all recruitment related support materials including display booths, general recruitment brochures, flyers, posters, Web banners, diversity, campus recruiting materials, and an employee referral program. Creative templates were also produced as a guide for all collateral, ensuring the new employment brand was extended to campus and diversity recruiting efforts. We also developed a password protected Web-based recruitment toolkit to house all approved materials. This provided worldwide, centralized access to artwork, files, layouts, templates, standards, and guidelines. As creative elements were finalized and approved at a corporate level, they were uploaded and made available to authorized personnel around the world.

THE RESULT

Cap Gemini Ernst & Young successfully launched their employment brand worldwide, maintaining brand integrity and control over advertising standards. The campaign leveraged their corporate identity and created one global image. Uniformity was guaranteed by providing a portfolio of creative templates (including executions in multiple sizes) and easy access to print material artwork files. The brand seamlessly transitioned to the campus recruitment arena, targeting new graduates with customized communications. This achievement was most evident on a national level when our client was honored with an Award of Excellence from the National Association of Colleges and Employers (NACE).