Case Study

Hitachi – Employer Brand

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Highlights

1
We conducted thorough research and analysis looking at sustainability reports, interviews with visionaries, existing frameworks on Talent Management and Leadership, and interviews with 19 senior stakeholders around the global to gain insights into what makes Hitachi Rail unique.
2
We ran co-creation workshops to inform the brand development in the UK, northern Europe, North America, Italy, APAC, and Japan.
3
We developed a bold, new employer brand that brought this research to life – focusing on their ambitions for the future, the multi-national scale of their business, and the meaningful connections they can build with both employees and customer.

Hitachi Challenges

Hitachi Rail wanted to create an EVP that would bring together the many cultures and organisations that make up their business. They operate in 38 countries worldwide and plan to grow. They also want to increase the number of women and people from underrepresented backgrounds into their business.

1
The global nature of the Hitachi Rail business meant that we needed to create an EVP that was sensitive to cultural differences and priorities. The messaging needed to resonate and bring people together regardless of their background or which part of the world they live in.
2
Diversity has different meanings to different parts of their world. Attracting more diverse talent will require a unique approach for the many branches of Hitachi Rail but all communications assets will still need to feel like they’re part of the same brand.
3
The business plans to grow in the near future so their EVP needs to have the flexibility to grow with them. The core message needs universal sell in and authenticity.

Solution

How we collaborated

1
Our Employer Brand and Insights Team conducted desk-based research into Hitachi Rail’s sustainability reports, previous interviews with visionaries, and existing frameworks on Talent Management and Leadership. They also conducted 19 interviews with Senior Stakeholders on a global scale to get insights into what makes Hitachi Rail unique.
2
We ran regional workshops to see how the insights we’d gained from our research and analysis resonated with each team.
3
Our Creative Team developed a selection of brand identities for Hitachi Rail to choose from. Working closely with our Client Services team, we ensured Hitachi Rail had input into the creative process and the chosen EVP route felt right for their stakeholders, the existing brand, and the future of the business.

What we delivered

We identified two key pillars that resonated with the regions we held workshops in – ‘Innovation that sustains’ and ‘A global business with a multi-cultural nature’.

Using these key pillars, we created an employer brand consisting of a core proposition – “Full of life.” We then gave Hitachi Rail a variety of routes for copy and art direction to choose from.

Hitachi Woman glasses grey top & curly hair smiling into camera

Our creative concept built upon the new employer brand messaging. It talks to the multi-cultural strength of Hitachi Rail, telling their story with perfect simplicity in a way that feels meaningful across different territories and to different audiences.

Hitachi Man looking into distance platform

The chosen messaging route was informed by three core proof points: Having a human tone of voice, Global interconnectivity, and Life-changing alteration. This would attract the largest audience who have the potential to be excited about working in this business/industry.

We identified two key pillars that resonated with the regions we held workshops in – ‘Innovation that sustains’ and ‘A global business with a multi-cultural nature’.

Using these key pillars, we created an employer brand consisting of a core proposition – “Full of life.” We then gave Hitachi Rail a variety of routes for copy and art direction to choose from.

Hitachi RESULTS

A connected future for Hitachi Rail and TMP Worldwide.

38 Countries

This was a significant project for Hitachi Rail and TMP given the size and scope of the brief – 38 countries in six different continents.

meetings Weekly

To make the project successful, establishing a great working relationship with Hitachi Rail was key. We held weekly project update meetings and gave subject matter experts the opportunity to contribute whenever it was relevant to do so.

Transparency

The creative team worked in a transparent way, remaining accessible to the client and gaining a deep understanding of Hitachi Rail’s business proposition, purpose, and ambition.

Collaborative

Hitachi Rail appreciated our collaborative approach and were so pleased with the final deliverables they’ve stated that they wish to continue building their relationship with us and involve us in future employer brand and campaign work.

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