Takeda
Activating an EVP to Convert Top Pharma Talent
Discover how Takeda partnered with Stories Inc. to activate their EVP and stand out in the competitive pharmaceutical industry.
Company
Takeda is a global, values-based, R&D-driven biopharmaceutical leader.
Founded in 1781, Takeda’s purpose is to create better health for people and a brighter future for the world. The pharmaceutical company employs approximately 50,000 people worldwide and more than 20,000 people in the United States across areas like rare diseases, oncology, and vaccines.
Challenge
Converting US talent in a competitive pharmaceutical market in the Boston area.
Takeda had a conversion problem: 70% of target candidates have considered a role at Takeda, but only 24% had applied for a job at the company. Despite high favorability within the industry, they weren’t converting the top applicants they needed to stay ahead of the competition.
Explore the content
Explore all of the videos on our YouTube channel.
Overview:
Life at Takeda
Office Spotlight:
Discover the Cambridge Office
Employee Spotlight:
Andy’s Veteran Story
Solution
Activating their EVP using global and local stories that highlight why Takeda is the best place to work in the pharmaceutical industry.
Takeda researched and created a new Employee Value Proposition (EVP) that brought their key differentiators to the forefront: rich history, values-driven work, strong purpose, and pursuit of innovation.
In addition to activating their EVP, the employee stories needed to:
- Highlight Takeda as a global workplace
- Amplify their Cambridge office in a competitive Boston pharma market
- Appeal to key hiring areas like data and tech
With all these objectives in mind, Stories Inc. interviewed 16 storytellers, including the CHRO and CEO-elect, across two photo and video filming days in the Cambridge office. We also conducted six Virtual Story Sessions with Takeda colleagues around the globe.
Photo library
Show the experience of working at Takeda.
Portraits
Groups and teams
Office and environment
Results
Global and local library of content
From the interviews, we delivered hundreds of employee photos and eight employee story videos. The video topics included:
- EVP Anthem video that highlights their four pillars
- Theme videos around Career growth and Innovation
- Cambridge location spotlight
- Hiring Manager FAQ video
- Employee and social spotlights
The content fuels Takeda’s global content strategy across many channels, audiences, and use cases over time. Examples of how they are using the stories include:
- Career site refresh, featuring employee photos and videos throughout the careers page
- Quarterly long-form “hero” blog posts, each focused on one EVP pillar brought to life through employee stories
- Social media posts, like this story shared for Veteran’s Day that earned more than 700 engagements
- Paid media activation
- Scalable global media library
- …and more!
“Working with Stories Inc. has been a true highlight of my career. From planning through execution, they were genuine partners every step of the way and helped us create something we’re truly proud of. I wouldn’t hesitate to work with Stories Inc. again.”
