BAE Systems, Inc.
Where Purpose Connects: Activating an Employer Brand with Real Stories
When BAE Systems launched their Employer Brand, they knew real employee stories were key to bringing it to life—across their career site, social media, and internal channels. Having partnered with Stories Inc. since 2017, we got to work!
4
Video/photo filming days
14
Videos
1800+
employee photos
Company
BAE Systems, Inc. delivers products and services for air, land, space and naval forces.
With more than 40,000 team members across the U.S., BAE Systems, Inc. has spent over two decades delivering cutting-edge capabilities that strengthen national security and support those who serve.
Operating across four sectors—Electronic Systems, Intelligence & Security, Platforms & Services, and Space & Mission Systems—BAE Systems delivers a full range of products and services for air, land, space, and naval forces, as well as advanced electronics, security, information technology solutions, and customer support and services.
Challenge
After defining their Employer Brand, BAE Systems needed to bring Where purpose connects to life.
In the midst of a shifting talent market, BAE Systems sought out to better understand their identity as an employer. To support with this, they re-evaluated their Employer Value Proposition (EVP), and shifted to a holistic employer brand in partnership with exaqueo. This new employer brand, is anchored by the brand line, “Where purpose connects.”
This employer brandline was born out of thousands of data points that represent the employee experience. Supporting this brandline are also three key pillars: Connected to Purpose, Connected to You, and Connected to Community.
With the Employer Brand in place, they turned to Stories Inc. to translate the brand into content that would resonate across the employee lifecycle—from attraction to retention.
Solution
Library of employee story videos and photos that ground Where purpose connects in real employee experiences.
To universally activate the Employer Brand, Stories Inc. captured employee stories across each of BAE Systems’ four sectors. Through four photo and video onsite days, we interviewed 32 employees representing diverse roles, locations, tenures, and perspectives.
Storytelling came naturally: employees spoke directly to the meaning of Where purpose connects, through the three pillars, re-affirming the data and foundation of the employer brand was truly rooted in the employee experience. This gave us a rich foundation of stories that represented the Employer Brand in the everyday lives of BAE Systems’ employees.
The result: a robust content library—14 videos and over 1,800 images—designed for cross-channel use. Watch all the videos on our YouTube channel.
(Originally scoped for three sectors, the project expanded when BAE Systems added the Space & Mission Systems sector via a recent acquisition.)
Explore the content
Compilation:
What it’s like to work at BAE Systems
Realistic Job Preview:
Software Engineer
Employee Spotlight:
Finding my purpose
Results
A fully activated Employer Brand —and a refreshed, high-performing career site.
To build internal and external alignment around the Employer Brand, we delivered 14 employee story videos, including:
- Employer Brand overview and brand pillar videos
- Sector-specific overview videos
- Realistic job previews
- Employee spotlights
These stories were woven throughout BAE Systems’ refreshed career site, providing candidates with an authentic look at what it’s like to work at the company. The impact was immediate:
- 64% increase in overall site page views
- 55% increase in Culture page views
- 143% increase in How to Apply page views
Beyond the career site, the content is fueling social campaigns, internal comms, and even boardroom conversations—showing how authentic employee stories can unite culture, inspire pride, and drive connection across the organization.
Explore the Career Site
