This is Where Transformations Happen

Creative agency Baldwin & Obenauf, Inc.’s (BNO) Talent Attraction Campaign for Bristol Myers Squibb (BMS) is not only selling a career, but a lifestyle that’s profoundly involved in transforming patients’ lives through science.

Unifying BMS employees through a common and aspirational talent brand that reinforces why people join, stay, and champion the company, became a priority that the organization needed to address. Attracting, developing, and retaining premier talent that reflects the global communities that Bristol Myers Squibb serves, sets up an approach that an agency might not typically encounter with a standard Consumer Packaged Goods launch or a software branding project.

Bringing that to life became BNO’s mission.

The products a company produces can add a powerful purpose to what employees find compelling about what they do, but it’s the experience itself and the impact they can directly have that helps employees and prospective candidates self-identify with why they would want to be a part of it.

Many stories of innovation, personal, and team accomplishments promoted in the campaign help build a common knowledge and culture among BMS associates and leadership. Because of the strategy that BNO developed, BMS is gaining awareness and recognition as “the place where an employee’s work will transform patients’ lives – and their career”. As one of the campaign taglines reads: This is where it gets interesting.

And this is where BMS’s thousands of employees worldwide — from admins to scientists — validated BNO’s upfront research sharing individual stories, each united by universal themes and integrating BMS messaging. Each one was authentically framed with personal and emotional content: loved ones with disease; everything comes back to the patient; a team on a mission to transform patients’ lives.

A successful recruiting campaign needs to promise the candidate an environment where they will thrive personally and professionally. The authentic voices of the BMS “Talent Attraction Campaign” continue to resonate and attract outstanding and dedicated candidates into the Bristol Myers Squibb fold.