BD is a global leader in the medical technology industry with a team of more than 77,000 people. Although its products keep patients safe across the world, it needed to develop a full-scale global EVP to support recruitment into this important work, and to support its 2025 vision. After recruiting a global employer brand leader, Cielo worked with BD to establish an EVP workstream steering committee, reporting directly into C-suite.

From here, an extensive research phase took flight including in-depth conversations with senior leaders, interviews with associates, candidate surveys and a competitor audit. These insights paired with internal frameworks such as its Code of Conduct helped to identify a new EVP statement: ‘We are people who give possibilities purpose. Thanks to the deep research, it was possible to embed and validate the new EVP across many levels of the business, from subject matter experts to employer brand leaders and executive sponsors. Furthermore, stories obtained from these conversations became the lifeblood of a new employer brand campaign.

The activation strategy included a global brand book, regional toolkits, assets to go to market and a digital hub. ‘The Makers of Possible’ has helped to unify the workforce, and there are four regional toolkits nuanced for each geography and area of hiring: for example, ‘what does manufacturing in China want?’. Steering group members continue to be ambassadors for the employer brand globally, ensuring managers and their teams continue to live the values from the inside out.