Creating an Employer Brand with a Wow!
How Ph.Creative Helped VF Develop and Launch an Employer Brand for a Major Apparel Group
Sports and outdoor brand owner, VF Corporation challenged us to develop a global Employer Brand that would engage its 14,000 associates across the globe (covering huge consumer brands like Vans, Dickies, Eastpak etc).
It originally wanted to create a printed piece, but given its stance on sustainability, we felt there was an opportunity to develop a more environmentally friendly and interactive digital alternative.
It was important to VF that its associates could explore and engage with the new Employer Brand. It wanted a “Wow! Moment”, not a PDF that was scarcely read and quickly forgotten
We came up with the idea to launch the Employer Brand through a Digital Culture Zine, delivered through a mobile-optimised site. It was produced in two of the main spoken languages at VF – English and Chinese – to ensure it was accessible across all territories.
The Zine was launched as one site but in five separate issues, giving users an interactive and engaging experience that brought the Employer Brand to life. Each issue focused on a different part of the brand – the first being the main proposition and the other four issues focused on the pillars we created. Each issue utilised language and content from the Employer Brand toolkit to communicate the messages behind each theme.
It was vital that the work didn’t feel out of place at an organisation known for its cool brands and innovation. And it really hit the mark, creating something that was informative from an Employer Brand launch perspective but also hugely credible to the organisation. It didn’t feel corporate. It felt creative. Exactly as you would expect for a company that owns Vans, North Face, Timberland, Supreme...to name but a few.
- Total page views in first week of launch: 5,788
- Average session duration across the globe: 174.70 seconds
- Average time on page: 52.83 seconds