STMicroelectronics is one of the leading manufacturers of microchips and semiconductors, powering a vast array of products—from automobiles and industrial machinery to smartphones. The company has a vision to become a $20 billion enterprise by 2030 and needs to leverage a diverse workforce to meet this goal. However, it faced competition from other tech firms in the war for talent, and was relatively unknown to prospective employees. It also wanted to foster inclusion and commitment among its existing employees. Addressing these challenges required a robust research approach: eight weeks of comprehensive research across 12 countries, 19 departments and 3 levels of seniority, using both quantitative and qualitative methods, provided the insights needed to shape the employer brand.

Working with Ph.Creative, STMicroelectronics conducted 32 in-depth interviews and combined these with AI-driven insights which revealed core employee drivers, motivators and pain points. This resulted in the creation of six talent personas that would guide its branding strategy going forward. They then undertook competitor analysis that would define the company’s positioning. By utilizing advanced technology and AI tools, the company could improve the efficiency of its analysis, allowing for global reach and extracting meaningful insights at scale. The research revealed five emerging themes: Technology that powers the world; Sustainable by design; ST culture of care; Embracing our cultural tapestry; and Continuous invention of self.

Focus groups were conducted with the external personas, spanning Europe, APAC and North America. Brand materials were then tested with external audiences to see which routes were preferred. Overall, the project successfully addressed the company’s branding challenges through in-depth research. This improved STMicroelectronics’ visibility as an employer in a competitive market, and will help the company to build further on its brand identity in the future. “This was our first time conducting research on such a comprehensive scale, and Ph. Creative’s solid methodology has laid a robust foundation for the next steps such as the creative phase,” said Yoanna Marino, global lead for talent attraction, engagement and social media at the company.