The Situation

Microsoft has consistently provided its employees with a holistic blend of perks, support, connections and opportunities that no other company can provide. But its HR team had been struggling to effectively explain the comprehensive nature and full power of this offering. To help ensure retention and bolster recruitment, MICROSOFT engaged us to reframe its Employee Value Proposition and benefits package in ways that deepen employee AWARENESS and inspire appreciation and ADVOCACY.

The Solution

A timely understanding of trending employee demands combined with our depth of experience aligning Microsoft internal initiatives with its global culture and values helped us focus in on a name, tagline and employment campaign that resonated with the higher mission of the brand. We then developed core messaging grounded in an established quartet of pillars – Wellbeing, Flexibility, Growth and Community – that clarified and conveyed the full breadth, variety and holistic nature of Microsoft’s unique offering.

With our approved framework in place, we creatively articulated the real value that each benefit, relationship, growth experience and opportunity adds to an employee’s total life experience at Microsoft. Then expressed these advantages–both the tangible and the emotional–by producing an array of print and video content, including a library of brand-owned, initiative-inspired photography featuring actual Microsoft employees.

Naming
Strategy
Branding
Visual Identity
Guidelines
Messaging Framework
Collateral
Video