Localise Bristol-Myers Squibb’s global EVP for the Greater China region

1. 1© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
CASE STUDY
A localised EVP to attract
talent in Greater China.
Client
Bristol-Myers Squibb
"
Region
China
"
Date
2013/2014
Keywords
Applicant Tracking
Career Sites
Employer Brand
Management
GLOBAL
MESSAGE
LOCAL
MEANING

2. 2© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
BACKGROUND
Bristol-Myers Squibb is a global BioPharma company firmly
focused on its mission to discover, develop and deliver
innovative medicines that help patients prevail over serious
diseases.
Their global employer value proposition (EVP) is well-known
worldwide apart from Greater China.

3. 3© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
BRIEF
Localise BMS’s global EVP for the Greater China region

4. 4© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
SOLUTION
BMS’ Global EVP “Leading from the Front” was expressed
using a theme called “Leading Lights”. Our job was to
reinterpret that theme and make it applicable to the Greater
China Market. Maximum identified the most effective messages
for the target audience and adapted the art direction to fit.
Photography now used forced perspective and “broken” depth
of field effect to create metaphorical visuals. The distant lights
represented career goals and ambitions, which the viewer was
reaching out for through first person photography.
In addition to the advertising concepts, Maximum also build a
careers site, with rich media and a custom integrated applicant
tracking system.

5. 5© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
http://careers.bms.com.cn

6. 6© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
SOLUTION
BMS’ Global EVP “Leading from
the Front” was expressed using a
theme called “Leading Lights”.
Our job was to reinterpret that
theme and make it applicable to
the Greater China Market.
Maximum identified the most
effective messages for the target
audience and adapted the art
direction to fit. Photography now
used forced perspective and
“boken” depth of field effect to
create metaphorical visuals. The
distant lights represented career
goals and ambitions, which the
viewer was reaching out for
through first person photography.
In addition to the advertising
concepts, Maximum also build a
careers site, with rich media and a
custom integrated applicant
tracking system.

7. 7© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
DETAILS
http://careers.bms.com.cn
Maximum took the EVP and
developed a campaign, including
employer branding concepts and
careers website, which were both
aligned with the global EVP and
relevant and resonant to the local
market.
The campaign included a careers
website, videos and print ads.

8. 8© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
DETAILS
Each business unit had an
overview which was presented by
the head of that unit.

9. 9© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
MODERN
A modern design layout within the
pharmaceutical industry.
REAL
A video where employees gave their
own answers within scripts.
EXPLAINING
A leader of each business unit
explains in an interview “Why join
me?”
TALENT POOL
Build a talent pool with The
BioPharma Talent Club by sharing
BioPharma news, facts and tests.
INNOVATION
Automatically parse information for
CV’s into the application form.
GAMIFICATION
Find 3 lights to become member of
The BioPharma Talent Club.

10. 10© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
For more information, talk to me.
Emile MacGillavry
Managing Director!
!
!
T: +86 139 1811 0043
E: emile.mac.gillavry@maximum.com
W: maximum.com/emile-mac-gillavry
NEXT STEPS

11. 11© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved
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