Becton Dickinson (BD) is a global medical technology company dedicated to improving medical discovery, diagnostics and the delivery of care. BD leads in patient and health care worker safety and the technologies that enable medical research and clinical laboratories. The company partnered with Cielo to boost hires at its office in Grenoble, France, which hires around 200 people every year. To find qualified senior-level hires, sourcing often must be done outside of France.

The Challenge: Boosting employer brand to improve sourcing
Attracting individuals from outside the local area requires compelling brand messaging. The decision to relocate also often involves partners and family members. Effectively messaging this life change, as well as creating a suite of marketing assets that would enable candidates to engage with BD, was an essential part of improving the employer brand in the eyes of an external audience.

The Solution: Enhancing Employee Value Proposition
Cielo proposed a master list of assets and methodology and agreed on a timeline and budget with BD. There was no existing messaging for the Grenoble site, so we undertook a weeklong visit to BD’s Grenoble office with leadership and family insight interviews, while also conducting two focus group workshops. We also ran a 2-day photo shoot to capture the essence of Grenoble and to bring the BD location to life. The assets we designed as a result included:

  • A bilingual microsite
  • Relocation story sheets, told by families themselves
  • Leader story sheets
  • Grenoble story sheet
  • EVP infographics
  • Relocation infographics
  • Image library for Grenoble and the BD site

The Results: Improved Talent Attraction, Internal Employee Engagement
BD’s Talent Acquisition strategy alongside the RPO partnership with Cielo led to:

  • Full adoption and use of assets by BD recruiters and talent marketers
  • Greater leadership alignment around what makes the BD businesses unique
  • Positive internal engagement and enhanced pride in BD from everyone touched by the program
  • A satisfied client team

In terms of overall projects results, BD also saw improved attraction and engagement of target talent, including:

  • 16% improvement in time to submit
  • 19% improvement in time to hire
  • 100% interview-to-offer ratio


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