Dell Technologies
Dell Technologies communicates its employer brand globally and locally
When Dell Technologies wanted to bring its employer brand to life around the world, it embraced the power of employee stories.
Watch examples
9
locations around the world
67
employee storytellers
33
videos created
Company
Dell Technologies is a worldwide leader in digital transformation and building inclusive cultures.
Dell Technologies is a global technology company with over 150,000 employees across 180 locations. Dell started with computers, but didn’t stop there. Today, Dell Technologies is helping customers move into the future with multi-cloud, AI and machine learning through the most innovative technology and services portfolio for the data era.
Challenge
Dell Technologies needed to expand its employer brand efforts to reflect the employee experience at both the global and regional levels.
With team members in almost 200 different locations around the world, Dell Technologies struggled to create employer brand content that worked both universally and locally. Universal culture content wasn’t resonating at a regional level, and regional content often looked very different region-by-region.
Dell Technologies had worked with Stories in the years prior to create recruitment marketing content to attract women in tech, veterans, and interns in the U.S. As their strategy became more global, the employer brand team knew that a story-based and employee-driven methodology would again be the best way to show the Dell Technologies employee experience throughout the world.
Solution
Together, Dell Technologies and Stories Inc. set out to uncover compelling employee stories that brought culture to life by interviewing employees across nine locations around the world.
The Stories Inc. team visited each region and interviewed storytellers in:
- China
- Egypt
- France
- India
- Japan
- Panama
- Singapore
- And two U.S. locations
During these nine interview days, the 67 employee storytellers shared their experiences to create content around key pillars of the Dell Technologies employer brand. Along with content focused on universal and local culture themes, the Stories team uncovered stories around innovation, diversity, the graduate experience, and social impact.
In a number of locations, storytellers shared their stories in both English and their native language. This gave the Dell Technologies team a mix of content that was in English and in the local languages of their different regions. The mix of languages also reinforced the global, inclusive nature of the company culture.
Watch the global Life at Dell video here.
Explore the content
Watch more videos on our YouTube channel.
Global Culture Overview
Working at the Bangalore, India Office
Diversity of Thought
