FMC Technologies - RIGHT NOW Campaign (2012-2013)
Objective:
FMC Technologies is a leading global provider of technology solutions for the energy industry—named by FORTUNE® Magazine as the World’s Most Admired Oil and Gas Equipment, Service Company in 2012. To meet its growth objectives, the company will need approximately 5,000 additional people over the next 5 years. Our job was to define the company’s employer brand and reach out to current and prospective employees to bolster talent retention and meet acquisition goals.
Strategy:
Our target recruits were engineers, operations personnel, project managers, supply chain specialists and others. They ranged from über-connected, early-career Gen Y/Millennials to Gen Xers in middle and upper-management. Research showed that FMC Technologies offered more opportunity than its peer group. So we needed a campaign that would communicate opportunity to prospective employees in a way that resonated—and let existing employees feel invested along the way.
Implementation:
FMC Technologies didn’t really need marketing gimmicks to sell its employer brand. It only needed to share what everyone in the company was doing. So RIGHT NOW was the concept. We gathered examples of going-on worldwide—employee stories, cool projects, interesting technologies, etc.—and shared them as a way to communicate the opportunities at the company worldwide. The result was a rich, interactive campaign that conveyed opportunity in an interesting way and kept employees involved.
Results:
The campaign has only just launched last year, but the first phase was a huge success. Initially, the campaign reached out internally to gather stories so they can be shared. Submissions have come in from all around the world, and the campaign promises to nail its talent retention and acquisition numbers. The energy and buzz around the campaign are high within the company, because rather than typical jargon-filled fluff people are getting a chance to share their work and passion.
