Employer branding
creative platform
Working as art director on this brief, I aimed to create a concept and guidance for content creators to bring Employer branding for Philips to life.
Working closely with the talent acquisition team, I created four personas and focused on how we tell our story, photography and brand voice. This approach helped ensure that all employer-branded content was tailored to each persona and guided marketers to create engaging content. My main focus was storytelling, strategy, messaging, photography and identity.
Storytelling and messaging
Throughout the process, I discovered that experiences at Philips were filled with unexpected moments. These moments had lasting impressions that ultimately transformed employees personally and professionally - hence, the concept 'Embrace the unexpected' was created.
I wanted to share employees' unique stories in authentic, rich content that served as a basis for storytelling and find unique and quirky aspects of a talent's life that show a human element - thus breaking the mould of traditional employer-branded content and messaging. The tone is daring and imaginative while still being warm and empathetic.
Photography and
colour palette
I wanted authentic photography to support the messaging, so I partnered with Stacey Yates. Stacey's unobstructed photographic style creates a crucial human connection between the subject and the viewer. Together, we created a series of moments following our personas and documenting their day outside of work and their work environments. This approach helped to build on the Embrace the Unexpected concept.
As well as photography-generated content, I want to create a bright colour palette that provides a distinctive identity for Employee Brand content.
This creative approach for Employer branding campaigns successfully drove awareness and social media engagement. At the same time, it captured attention with a compelling and emotionally resonating position for employer branding at Philips.
Art direction: Clair Williams
Photography: Stacey Yates Photography
Special thanks to Dennis Augusi, Fabiana Bonica and Sean Carney, who were featured in the photography.