GlobalLogic, a Hitachi Group Company, is a leader in digital product engineering as a result of its integrated experience design and vertical industry expertise. With over 29,000 employees in 18 countries, GlobalLogic has helped its 500+ active clients imagine what’s possible and accelerate their transition into tomorrow’s digital businesses, empowering brands to create value across the entire product life cycle.
Providing a variety of solutions to iconic brands as diverse as Volvo and Manchester City FC requires attracting a rarified level of talent to conceive and carry out those solutions. That’s why GlobalLogic approached BNO with this challenge: Position GlobalLogic as the global digital engineering employer of choice, an employer as forward-thinking as its technology and clients, in order to attract the world’s best software engineering, design, IT/IS, and solution architecture candidates.
Understanding the human element behind the technology was critical in speaking to potential candidates and employees authentically and successfully.
We set out to understand these candidate targets—their needs, desires, and purposes—and just how GlobalLogic could play a role in fulfilling and enriching them.
Explorations began with internal primary research. Extensive employee surveys, several focus groups across multiple continents, and in-depth interviews with senior leadership paralleled a strategic competitive analysis and candidate research from sources including McKinsey and Gartner.
Research insights were synthesized by our strategy team into a differentiating employer value proposition (EVP). The tagline Smart. Bold. Human. promised an unparalleled, people-first culture of personal growth. Following the EVP was a multichannel action plan, including the creation of a design system and style guides, messaging, and templates, which supports the recruitment team and inspires current employees to refer to GlobalLogic in a unified voice around the world.
Understanding the human element behind the technology, realizing that these candidates value a high-care culture that is invested in its employees, was crucial. These subtle but game-changing values, along with others that were revealed in the work, were critical in allowing GlobalLogic to speak to potential candidates and employees authentically and successfully.
“We have an extraordinary employee value campaign, a visual strategy, clear guidelines, and stunning art files, thanks to your team. We’re very excited to see how this rolls out as a global campaign across our 20+ regions.”
Sue Ellefritz – Director of Brand and Creative, GlobalLogic
