1. Yael LAUNCHING THE JOHNSON & JOHNSON EMPLOYER BRAND Yael Jones
Recruitment Marketing Manager, Global Recruiting
Yael

2. COME TOGETHER as a global company Different visions…

3. STAND OUT from the crowd A noisy, competitive recruitment marketplace

4. Different Recruiting Messages
Which one?
Small-company environment/big-company impact
Be Vital
Caring for the world, one person at a time
Bringing science to the art of healthy living
Restoring the Joys of Life
Helping people live longer, healthier lives
Valued as Individuals, Inspiring as a Team
Because we Care!
因爱而生 (Yin Ai Er Sheng)(Because we care, we act)
Você conhece tão bem a nossa empresa que chegou a hora de fazer parte dela! (You know our company so well that the time has come to be part of it!)

5. DISCOVERY ADVOCACY EXPLORATION ADVANCEMENT INTERACTION DEVELOPMENT
ENGAGEMENT
SELECTION
ONBOARDING
© 2013 BALDWIN & OBENAUF, INC.

6. UNCOVER core aspirations Research
Regional Leadership Input
Our Experience and Research
BE VITAL Validation Studies
UNIVERSAL ASPIRATIONS
Brand Validation Study
Catalyst Study
Geert Hofstede Research
McKinsey Reports
Universum Research

7. UNCOVER core aspirations What do candidates want?

8. FIND the intersection Candidate aspirations ↔ unique corporate culture

9. CONNECT with candidates

10. THE ESSENCE of the brand
Communicating the experience and the opportunity

11. THE ESSENCE of the brand
Visually expressing the passion -- Globally
Universally connects viewers to the concept of “Caring” … J&J’s Corp equity
Instantly speaks to individuality
In the context of “careers” supports introspective thinking about making your mark
Will be credible for an organization that has earned the trust of consumers
Has proven success in connecting with millennial candidates

12. THE ESSENCE of the brand
Connecting to aspirations

13. BUILDING A COHESIVE IMAGE… and spreading virally
BE VITAL is already traveling to many places in the world…

14. BUILDING A COHESIVE IMAGE… and spreading virally
A global momentum

15. Accessing the Brand Tools Anywhere
We now have our “Be Vital” recruiting assets loaded on the Global Recruiting Center – recruiters download assets
Guidelines
Artwork
Photography
Presentations

16. THE BE VITAL RESOURCE SITE
Employer brand guidelines

17. THE NEXT GENERATION OF BE VITAL
Leveraging a strong campaign while addressing new needs
Message: At Johnson & Johnson, I can connect my unique talent with dynamic career potential and my desire to touch the lives of people everywhere.
What’s new:
Tell stories through photo montages
Express a more dynamic and genuine tonality
Increase awareness of J&J’s breadth:
Consumer, Pharmaceutical, MD&D
Demonstrate innovation
Easy customization