In 2021 WeWork introduced a new employee value proposition (EVP) and I was tasked with bringing this to life.
WeWork’s EVP is a reflection of what makes working at the company so unique: a will to succeed. The rallying cry “Here we will.” is a defining and declarative statement that captures the spirit of the company culture.
I created the global employer brand strategy designed to activate the new EVP while keeping the business goals in mind. Mapping out key touchpoints across the employee journey, I translated this to actionable items aligned to two pillars: talent attraction and engagement/retention.
The external activation started with the complete revamp of WeWork’s careers site and employer brand content hubs like the LinkedIn Life pages, Glassdoor, Indeed, etc. I then concepted and ran multiple sponsored content campaigns on LinkedIn with the primary goal to build brand awareness and our secondary goal to drive traffic to our careers site. The personas were defined in partnership with talent acquisition leadership and targeted community, sales, and tech talent in key markets in the US and challenging markets in EMEA and the Pacific. We used a variety of single images, carousels, and dynamic retargeting ads. We tailored the copy and assets to the audience and localized them for maximum engagement.
We positioned WeWork as an employer with a new story to tell. From building a culture of community, to connecting employees globally and empowering tomorrow’s world at work, the goal was to cement WeWork’s position as an employer for people ready to make their mark.
In November 2021, WeWork won the “Best Employer Brand on LinkedIn” category at the LinkedIn Talent Awards, which recognizes companies building a strong employer brand and engaging with their audience in a meaningful way.