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A culture book to celebrate the stunning impact of Emeritus’ people
Emeritus is an edtech company that aims to create a platform for easy and affordable access to education from top universities across the globe.The people form the foundation for the culture and are the soul of the company. Emeritus prides themselves for being a people-centric organisation. Emeritus wanted to celebrate their many achievements, culture and most of all the essence of the company- their people.
Challenge
A unique way to celebrate people
We asked ourselves a few questions:
What is the best way to celebrate the people of Emeritus?
How do we celebrate the numerous accomplishments of the company?
What aspects should we highlight so that a new joinee can understand the essence of the company? How do we create a tool that enables communication and builds trust and confidence amongst employees, the people and new joinees?
Working closely with the Emeritus team we created a culture book that used different elements to celebrate the people of Emeritus.
Strategy
The Culture Code
What is a culture book?
A printed or PDF ‘book’ that documents the culture, reasons to join and people stories of an organisation. It is a tool to better understand the company and its people.
We had conversations with over 150 Emeritians and conducted a survey filled by over 650+ Emeritians that helped us understand why one should join Emeritus. We came up with a unique positioning that answered ‘why join’ – ‘Build a legacy of impact’.
We came up with a unique positioning that answered ‘why join’ – ‘Build a legacy of impact’.
Read full culture code and employer brand case study here.
Design
Creating the Emeritus culture book
The insights helped us build a unique and custom culture book that celebrated the culture, the people and the achievements of the company. A few tools we used to make the culture book specific to the company were –
- Interview snippets, quotes and photographs of employees.
- Visual identity.
- Celebrating the culture.
a. Interview snippets, quotes and photographs of employees
Through the zoom interviews we extracted impactful quotes from the employees and leadership on various unique aspects of the company that the people and leadership articulated such as servant leadership, A+ talent, inclusivity and much more.
Getting first hand quotes from the people helped create an authentic sense of the company. Including curated photos of employees and learners helped create a holistic and genuine experience of the Emeritus impact through the culture book.
b. Visual Identity
The route chosen for the visual treatment was one that highlighted the effect of the impact the company and people had. Using concentric circles, a visual of ‘Impact Circles’ was created to showcase the cascading effect of the impact the people and their work has on people and their careers.
The Ripple Effect
A custom set of illustrations to showcase the culture of the company helped us add a fun element to serious features that made the company stand out.
c. Celebrating the culture via the culture book
The culture book is a tool to build trust and set context for new joinees about the company, celebrating the culture was a key element that was focused on.
Highlighting multiple elements of the company such as the growth philosophies, what to expect from day 1 for new employees, the various benefits across the globe, of the various teams, the values, the extent of impact helped us draw attention to the multiple reasons as to why one must join.
Outcome
The final result
All this combined together created an action-provoking culture book to celebrate the soul of the company- people, culture and the impact of Emeritus, all while giving new joinees a glimpse into what life at Emeritus will look like and the impact they can create.
The culture book was launched during the virtual town hall launch event of the EVP (the culture code). It was well received by all the Emeritians and received a lot of positive feedback.
