HPE Employer Branding
During my time with Symphony Talent leading creative on the West Coast, I had the opportunity to develop corporate and employee communications for Hewlett Packard Enterprise (HPE), which had recently been spun off from HP.
There was a clear lack of positioning for a company that many assumed should have a well-crafted story, considering its size and market share. In reality, the new company lacked the creative positioning beyond their existing product marketing, having long been defined by the printer and monitor business slated to be left behind with the remained with HP.
NEXT
Our creative proposed that a new HPE demanded discussion about the future—a way of contextualizing what is to come, both for business and to prospective candidates. This new way of communicating needed to orbit a central theme—one that’s impactful, memorable, and most of all, relevant. This led to our selected direction: What’s Next?
The headlines of this concept powerful observations and quotes from the company’s corporate leadership to guide what prospective candidates can expect from HPE. This foundation acts as a springboard that enables them to envision themselves at the forefront of new innovations, and ultimately leverage HPE’s shared momentum to drive their own careers forward.
New Hire Onboarding & Employee Referral
The work my team and I produced was so well received, that we were asked to help create companion campaigns to onboard new hires and drive employee referrals.
In response, we developed a theme and reward that would be attractive globally to the entire employee population: Leveraging the excitement around the Formula E creative, we leveraged the exciting events and dramatic locations to entice a global workforce with a chance to win a trip and VIP access to one of the race sites. Through a custom interface, we gamified employee referrals to build excitement and engagement around What’s Next and the role they could play in driving future innovation.
