Client: emids

Sector: IT solutions for healthcare

Client profile:

emids provides IT solutions and services to the US healthcare industry. Founded in 1999, they have offices in Nashville, Bangalore, Hyderabad and London.

The challenge:

From a 5-member team when they started to a 1500-people strong organization today – emids has been on a journey of growth and rapid expansion. The enterprise has ambitious targets for the next few years, which are employee as well as customer focused.

emids realized that to meet these targets, they had to step up efforts to attract quality talent, share ideas with employees and motivate them to contribute to the growth story. But a bigger task had to be undertaken first: build an enterprise-wide narrative about the company culture; give employees a common language of communication, enable them to feel proud of their workplace.

Regular mailers, ad-hoc announcements and a mere ‘letter from the CEO’ were not going to cut it. We needed to establish a strong brand for employee communication.

 

The task:

Branding the initiative

As the first step, we created an umbrella brand for employee communication, which would speak to both potential as well as existing employees. The brand was rooted in the company’s values and was an acronym: leap.

Learn. Apply. Perform. At emids.

It captured the way of life at emids – commitment to learning and knowledge, quality application of technology, and a performance-driven culture that supported employees in taking the extra step to achieve goals.

The brand identity was developed to encompass a distinct visual as well as verbal narrative. Larger-than-life visuals and inspiring language were key components.

Communicating the idea:

Our next step was to introduce ‘leap’ to employees. Since this was an enterprise-wide initiative and would soon become their communication language, it merited attention.

A launch date was decided. Teaser mailers built curiosity. Standees hinted at the messaging. On the day of the launch, employees were greeted with a surprise task: leap across an obstacle at the office threshold.

More surprises were in store: inspiring visual clips on the office TV, posters and standees across the floors, and an unusual activity. As part of the activity, employees had to learn an art form and apply it on bamboo sticks.

The bamboo sticks were collected to build a standing, 350-piece wind chime. Proof of collective team performance.

The wind chime was unveiled in the evening, followed by the launch of a concept-based ‘leap’ site for recruitment.

 

Evangelizing the brand:

After the launch, the leap visual and verbal identity was shared with key stakeholders in the organization to ensure consistency in the communication.

Measures were planned to extend the brand across internal communication initiatives and key campaigns.

 

Recruitment focused communication was developed in sync with this narrative.

Over a period, the organization has extended the ‘LeAP’ brand across all talent-focused activities – from recruitment to employee engagement. writeclick continues to partner with the organization, guiding with the planning and implementation of key programs.

 

Recruitment communication mailers:

 

Careers micro-site: http://leap.emids.com

A career focused micro-site to help today’s professionals respond better to their work-place needs. It contains over 500 articles written across the last 5 years. These articles are shared with employees as well as potential candidates, strengthening emids’ reputation as a place where people can learn, apply and perform better.

Story-board and video production support.