PepsiCo is committed to achieving 50% of women in managerial roles by 2025. To achieve this, it needed an employer brand that would resonate with women while also communicating its unique offering. This would be insight-led, drawing on findings from an extensive research process, and nuanced for geographical sectors and two key functions so it would be relevant for women in different markets. Because the objective is to develop more senior female leaders, this would focus on employees above a certain level.

The methodology involved workshops and interviews in different regional markets, a competitor review and a survey completed by more than 4,000 applicants. These covered everything from development programmes to flexible working and mentoring. Leadership interviews with PepsiCo female leaders helped to unveil their individual experiences and career stories. SMRS helped PepsiCo bring together all of this insight to build a global framework that talent acquisition teams could use to build relevant messages for women.

They developed a comprehensive playbook, with key messages and attributes for each region and function, as well as the stories teams could tell to bring these messages to life. This will now be shared with teams across PepsiCo and teams will receive training on how to use it so they can start communicating the employer brand boldly and consistently with candidates and employees.