When Verizon sought to evolve its employer brand, we worked together to uncover the unique story that would truly set the company apart. Through in-depth research—from competitive analysis to conversations with scores of V Teamers—we explored the essence of what it means to be part of Verizon. Our goal: Identify a narrative that resonated deeply with current employees and attracted potential candidates who are aligned with the company’s culture and mission.
Building the brand from insights
After exploring a range of approaches, the concept of “Life” emerged as the most compelling. Highlighting “Life” in the tagline resonated more authentically with current employees and really connected with the desires of potential candidates looking to get more out of their careers. Why? Because Verizon not only offers opportunities to help V Teamers grow, advance, and shift gears, it’s also a culture that provides room for the things that matter most—powering how V Teamers live, work, and play.
Through amazing perks, employee resource groups, and a strong network of people and support, Verizon employees can thrive both professionally and personally. Welcome to V Team Life—a place to share ideas freely, embrace boldness, and celebrate uniqueness. Here, team members can count on the brand promise (and our messaging pillars) of connection, well-being, impact, and trust. At its core, the V Team Life isn’t just about work—it’s about living fully.
From the voices of the V Teamers
For launch, authenticity was everything. We wanted the V Team Life to be told by the people who live it every day: the V Teamers themselves.
That’s why we decided on a video anthem to kick things off, featuring a compilation of candid and unfiltered personal storytelling. At Verizon’s Boston Hub, we conducted interviews and captured footage designed to showcase the unique personalities and journeys of our participants. The result of this work became an emotive mosaic of voices combined with a beautiful, poetic aesthetic, designed to both energize current employees and inspire and excite candidates.
This anthem was also the debut of the employer brand’s iconic red chair. A representation of having a front-row seat to the action and a spot at the table, the red chair is a place where all are encouraged to share their truths, and be their complete selves.
The V Teamers really embraced it—across the business as well as the globe.
To a fully integrated campaign
To build on the momentum of the anthem, BNO directed multiple photo shoots to capture red chair photography of V Teamers from all corners of the business, including tech, retail, and military members now in civilian careers at Verizon.
Leveraging these assets, and new video cuts of the Boston footage, we expanded on the launch plan with a refreshed Verizon Careers website and a multichannel global campaign, including new tactics like connected TV and an all-hands social media push with a phased strategy.
This excitement (and engagement) continues to grow and grow, with increased site traffic and impressive performance across all channels.
The result: a living brand
With a refreshed employer brand that authentically shares all there is to find inside the V Team Life, Verizon is poised to qualify, attract, retain, and engage top talent for years to come. Love the sound of that? Learn how our Talent Acquisition experts can help you craft your most compelling brand story. Start a conversation today.
