The power of an internal brand

Services
- Employer Branding
- Brand Positioning
- Communication
- Naming & Verbal Identity
Industry
- Pharmaceuticals and Medical Products
Client

Grifols S.A.

Grifols is a leading healthcare company founded in 1909 in Barcelona that offers pioneering plasma-derived innovations and transfusion diagnostic solutions. Its mission is to improve the health and wellbeing of people around the world.

Challenge

Creating a sense
of belonging

Grifols invited us to participate in its expansion process into new markets by activating its value proposition to workers.

The company was in a growth process in which new incorporations, sometimes of entire companies, were constantly taking place. In this context, we had to be able to explain what Grifols was, what its purpose was and how they could contribute to achieving it.

Solution

Understanding
and explaning
a culture

The company had conducted an internal diagnosis to understand which attributes offered in the organization were the best fit for international talent.

Once these differential aspects were identified, a value proposition was built that would include them and would be relevant for the different internal audiences, supporting each of them through real company actions.

Solution

Grounding
the internal promise
in 3 key pillars

The organization had a great deal to offer its employees, but we needed to organize and prioritize all the initiatives in a simple and structured way in order to align the corporate culture across the different markets.

Many audiences,
one voice

From value
proposition to
message strategy

The positioning statement defined, had to be converted into a battery of specific messages that would specify the different attributes that should be highlighted to explain the purpose and culture of Grifols.

The key messages to be communicated to the different audiences were developed, justifying each of them with specific actions, projects and initiatives that would lend credibility to the value proposition.

Solution

Adaptating
to each
audience

Each of the defined pillars meant different things according to the worker profile we were targeting. We conducted several internal interviews to understand how the internal value proposition could be made relevant for each audience profile.

The key messages were now adapted to each profile, from scientific profiles to business departments, marketing or recruitment centers.

Solution

Each employee
has a leading
role

The new value proposition was translated into an internal communication campaign that sought to highlight the crucial role of each employee in improving the lives of patients who receive Grifols solutions.

The employer branding campaign featured testimonials under the claim "What if...", followed by an inspirational and aspirational result of their work at Grifols. The communications developed were adaptive and conveyed both talent-focused and company-focused messages, highlighting various areas of expertise and the potential impact of each. In this way, we awakened a sense of pride and belonging among employees while generating recognition among the different teams, sites and departments.