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Vishay approached us to build a Success Factors career site but when we learned they had not done a lot of marketing and lacked an understanding of their proposition, particularly to candidates, as well as having little content, we convinced them to tackle an EVP first.
As we began planning their site we also set to planning their positioning and key messages through competitive and employee research. It resulted in The DNA of Tech, and this strategic messaging platform was an absolute gold mine for not only the careers site, trade shows and internal communications, but their corporate brand, too. I was involved in insights research, responsible for the EVP and key message platform, wrote for all web and marketing assets, and was CD for the design team.
Added to our message strategy, we developed a brand standards guide and user toolkit, rolled out with key influencer workshops and a video brand guide for those managers and brand ambassadors from remote areas around the world who could not attend.
We coordinated workplace photography and video shoots across their global footprint, including Israel, Taiwan, India, three locations in the U.S. and two in Germany. To achieve this economically, all but one location was virtually directed. Creative and quality consistency was achieved through careful planning with the multiple studios and sharing of technical specifications. We used only one photographer (no expensive crews with intimidating gear) at each shoot, asking them to capture candid workplace moments and people—less posing for the camera and more authenticity.
Vishay's operation is global and the career site and assets, like these icon designs, were done in 19 languages.
After two years of seeing strong adoption across the company, Vishay asked us if "The DNA of Tech" would be suitable for their company brand and after validating with additional research through Interbrand, we created full brand standards with market-appropriate messages and assets. This is a strong case study demonstrating the power of employer branding when done properly.
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