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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.

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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.
Results

Gathering important stories from all over the world allowed Dell Technologies to see the big picture and create global and local content with a consistent look and feel.

The Dell Technologies and Stories partnership produced:

  • One global culture compilation videos
  • 12 location-specific culture compilation videos, including four in the native language
  • Nine culture theme compilation videos with social cut downs
  • Five animated social videos
  • 2,000+ photos

Dell Technologies immediately used the content both globally and locally across its career site and social media campaigns. The Life at Dell culture video on YouTube has more than 100,000 views to date.
When the final content was shared with the storytellers, many of them shared to their personal social media accounts and the Life at Dell channels. And, here are a few responses after seeing the completed work:
“Thank you @lifeatdell & @stories_incorporated … a testament of joint talent and great professional stories to tell while having fun.”

 

“Simply love the work of you and your team. Amazingly relaxing and professional!”

Explore the content

Watch some of the videos on our YouTube channel.

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