Want the Merck recruitment marketing case study as a PDF? Find it here!
Merck (called MSD abroad) is one of the world’s largest pharmaceutical companies. Merck’s mission is to “discover, develop and provide innovative products and services that save and improve lives around the world.” Of course, this mission wouldn’t be possible without their Human Health Division. This division includes sales, marketing, market access, digital analytics, and commercial teams. Merck engaged Stories Inc. to create content to attract talent across those groups. By doing so, Merck can achieve its purposeful mission through brilliant, diverse talent.
Personalized recruitment marketing content
To tailor their efforts to attract more sales and marketing professionals to their Human Health Division, Merck created individual microsites for sales, marketing, market access, digital analytics and commercial team members. Then, they wanted to bring these pages to life by sharing stories of their people. That’s where Stories Inc. came in.
“We pulled out the key stories that would help people understand the culture, the values, the diversity, and our leadership style that would really help our organization come to life and help people understand what kind of organization we are.“
Ajay Patel, Director, Talent Acquisition
Stories on site
Stories Inc. spent two days at Merck’s Upper Gwynedd, PA campus uncovering stories from 21 Human Health team members. The storytellers were across all levels and positions, from junior level Hospital Sales Representatives to marketing leaders to data scientists.
We created 20 videos and a full photo library, showcasing the career opportunities and highlighting unique roles within the division. This content fueled the individual microsites on the Human Health Division careers website, so candidates could dive deep and understand the various opportunities.
Capturing employee stories
Our team uncovered themes from our conversations with storytellers to ultimately create a video library that showcased the employee experience at Merck. The themes we uncovered in the stories were:
- collaboration
- career growth
- solving problems
- receiving supportive from leaders to pursue their ideas
Additionally, we heard the perspectives of leaders in the organization. These stories provided thought leadership and context for the company culture.
In addition to videos branded with Merck, we created a version of every video with MSD branding. This allowed the content to be used and shared outside the United States and Canada, with its international branding.
“The goal here was to proactively build a pipeline of talent across our business and really showcase a day in the life at Merck, the culture that we have here, and the amazing employees that we work with each and every day.”
Jen Hinkle, Director, Global Talent Acquisition
Launching the new content
Merck launched their new recruitment marketing strategy and content with a red carpet premiere party. And, we were there to capture it!
To our delight, Merck shared the videos live for the first time to an audience of team members and storytellers. We loved this way of recognizing employees through showing them the content and thanking them for participating.
When asked about the new videos, Beth Keeler, AVP, Global Talent Acquisition shared,
“I love them. I loved that if I were a candidate, I would feel like this is what my career or what my life could be like if I worked for Merck.”
Read more case studies.