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Aurigo needed a powerful employer brand that could tell their story and attract the right talent. The company was growing rapidly both in the US and in India. They needed one cohesive story for their teams across the globe.
Challenge
How to create an employer brand that inspires current employees as well as attracts the right talent? How to cohesively communicate the vision and impact of a company in one of the world’s biggest industries? How to compete with established industry leaders for talent?
Research
An employer brand is an extension of the spirit of the company. We spent a lot of time interviewing the entire global leadership team and new and old employees to figure out what makes Aurigo and its people tick.
Arjuna
THE HERO
Arjuna
THE HERO
Design
The key aspect of the process was to come up with the EVP (Employee Value Proposition) Statement. This statement was the ‘Why Join’ and ‘Who Are We’ statement.
We created an ‘Aurigo Magazine’ with key statistics and photographs of their office and employees. We designed merchandise, strategised and executed a photoshoot and scaled the EVP creatives to the Bangalore and Austin Offices.
BORN TO BUILD – An Aurigo Magazine
Life at Aurigo
For the employer brand, it was important to create tools that enabled potential employees to visualise themselves working at Aurigo. It was also necessary to celebrate the achievements of current employees.
The Culture Book gave an insider’s view into Life at Aurigo
Office graphics
Merchandise
Merchandise is a powerful tool for spreading the word about a brand. If people like something, they wear it and use it everywhere, garnering a lot of eye balls for the brand. An employee that proudly flaunts his company’s brand on his clothing is also the sign of a happy and content employee sending out the right message to potential employees.
Visit the Aurigo website here.
No one wants to wear a t-shirt that they don’t think is cool. Merchandise has to have attitude.
Impact
The material we created has enabled Aurigo to hire and grow. We also successfully communicated the Aurigo story to a large global audience. ‘Born to Build’ has become a key pillar of Aurigo’s social and digital communication endeavours.
Check out our other employer brand case study for Amadeus here.
