Employer Brand Message Guidelines (Thermo Fisher)

1 Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ...

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The world leader in serving science

Proprietary & Confidential

Purpose The Employer Brand Message Guidelines are an important part of the employer brand strategy framework, providing further direction to those responsible for the crafting of employment-related communications.

Message guidelines highlight how the EVP and positioning statement should be articulated for specific audience segments.

There are three components to the message guidelines: primary messages, audience connection, and supporting proof points, each of which is further defined on the next page.

*The Employer Brand Message Guidelines are designed to provide a strategic foundation for all of Thermo Fisher Scientific’s employment marketing and recruitment advertising vehicles. The various descriptions are not intended for use as actual advertising copy.

Message Guidelines


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Primary messages The main ideas that should be communicated to the designated audience. These are driven by the research conducted and the corresponding employer value proposition and positioning statement, and are further influenced by market conditions that correspond to the specific audience.

Audience connection How we would expect the audience to internalize a successfully articulated primary message.

Supporting proof points Facts in the form of programs, policies, reports, or third party recognition that allow for the primary messages to be delivered with confidence. These may or may not have been mentioned by employees. Proof points can be used overtly, cited or included as part of the actual message (for example, including a third-party Best Place to Work icon). They can also be used as background for those charged with crafting communication, providing additional context for the message being delivered.

Message Guidelines


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Message Guidelines: All audiences Core positioning: Realize your best – professionally and personally

Primary messages Thermo Fisher Scientific helps drive transformation in the scientific industry. (A transformative leader powered by an important mission) Thermo Fisher Scientific is a successful, growing global organization. (A transformative leader powered by an important mission) Thermo Fisher Scientific is helping its customers to make the world healthier, cleaner, and safer. (A transformative leader powered by an important mission) The work you do at Thermo Fisher Scientific makes a difference. (Meaningful impact inside the company and out)

Audience connection “Thermo Fisher Scientific is innovative.” “Thermo Fisher Scientific is growing in scope, size, and impact.” “Thermo Fisher Scientific’s mission is inspirational.” “I will be challenged at Thermo Fisher Scientific.” “I will have an impact at Thermo Fisher Scientific.” “The work I will do at Thermo Fisher Scientific is important.”

Proofpoints•  Industry’s largest R&D budget•  4,600+ scientists and

engineers •  More than 10,000 granted

patents and IP licenses

•  $17 billion and 50,000 employees in 50 countries•  Unmatched customer

channels in research, applied science and healthcare •  Premier brands – Thermo

Scientific, Fisher Scientific and Unity Lab Services •  Products and services lists

•  Mission

•  “We do good work” employee testimonials


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Message Guidelines: All audiences Core positioning: Realize your best – professionally and personally

Primary messages Thermo Fisher Scientific drives performance by emphasizing quality, collaboration, and mission. (Working the right way for the right reasons) As Thermo Fisher Scientific grows so do the opportunities for employees. (Where careers are made) Learning and development are core components of the Thermo Fisher Scientific employment experience. (Where careers are made)

Audience connection “The way that Thermo Fisher Scientific works aligns with my values.” “Thermo Fisher Scientific values achievement.” “The size and scope of Thermo Fisher Scientific provides options for my career.” “I will learn and grow at Thermo Fisher Scientific.”

Proofpoints•  4iValues

•  Financialperformance•  50,000 orders/shipments

every day •  PPI

•  $17 billion and 50,000 employees in 50 countries

•  Leadership Development Programs


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Message Guidelines: Finance Core positioning: Realize your best – professionally and personally

Primary messages Thermo Fisher Scientific is the world leader in serving science. Thermo Fisher Scientific has demonstrated continuous growth in sales, revenue, and profit.

Audience connection “Thermo Fisher Scientific is the leader in a broad array of scientific areas.” “Thermo Fisher Scientific is a stable company.”

Proofpoints•  Unmatched customer

channels in research, applied science and healthcare

•  Financial performance


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Message Guidelines: Sales Core positioning: Realize your best – professionally and personally

Primary messages At Thermo Fisher Scientific, Sales professionals are supported and recognized for performance.

Audience connection “My manager and coworkers will provide the support I need to be successful.” “I will be valued.”

Proofpoints•  TBD


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Message Guidelines: Technical Core positioning: Realize your best – professionally and personally

Primary messages Thermo Fisher Scientific helps customers accelerate life sciences research, solve complex analytical challenges, improve patient diagnostics and increase laboratory productivity. Thermo Fisher Scientific has the highest R&D budget in the industry. At Thermo Fisher Scientific you will work with exceptional colleagues who share your passion for discovery and innovation.

Audience connection “The work being done at Thermo Fisher Scientific is critical.” “Thermo Fisher Scientific is serious about funding innovation.” “I will have the opportunity to work with smart, dedicated colleagues.”

Proofpoints•  Mission•  Customerstories

•  Industry’s largest R&D budget

•  TBD


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Message Guidelines: Campus Core positioning: Realize your best – professionally and personally

Primary messages Thermo Fisher Scientific offers continuous learning and development in a culture that empowers employees.

Audience connection “Thermo Fisher Scientific is a great place to start my career.” “I will have real responsibility at Thermo Fisher Scientific.”

Proofpoints•  Leadership Development

Programs

•  Internprogram


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Message Guidelines: Asia Core positioning: Realize your best – professionally and personally

Primary messages Thermo Fisher Scientific delivers global reach, deep application, and operational excellence in a number of key market segments and application areas. From mission to vision to day-to-day operations, we are focused on helping our customers. Continued on next page

Audience connection “Thermo Fisher Scientific has an excellent near-term and long-term strategy.” “Thermo Fisher Scientific shares my commitment to customer service.”

Proof points •  Fortune 500 company •  Unmatched customer

channels in research, applied science and healthcare •  Leading e-commerce

capability •  Global key accounts and

strategic partnerships •  World class inventory and

logistics management •  Cold-chain expertise

•  16,600+ customer-facing employees •  Every year we strive to

improve our customer allegiance score •  We have improved our CAS

score by 10 points in the past 5 years •  As a company, we measure

our customer allegiance score on a monthly basis

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Proprietary & Confidential 2013_11_19-22 - IWL #3 Integra ...

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Message Guidelines: Asia (Cont’d) Core positioning: Realize your best – professionally and personally

Primary messages Thermo Fisher Scientific is the world leader in serving science. At Thermo Fisher Scientific, employees are supported by collaborative colleagues.

Audience connection “Thermo Fisher Scientific is respected, admired company that I will be proud to be part of.” “Thermo Fisher Scientific promotes teamwork.”

Proof points •  Thermo Fisher named one of

world's most admired companies by Fortune in 2016 •  Thermo Fisher is one of

America's best employers in 2015 •  Thermo Fisher has perfect score

on corporate equality index •  Thermo Fisher was named the

number one supplier in India by BioSpectrum for two years •  Thermo Fisher was named best

employer by Universum in China •  In India, Thermo Fisher has the

largest commercial and manufacturing footprint in the industry

•  At Thermo Fisher, we are united

by a singular Mission. •  We achieve our success by

working together as a strong team. •  Our collaboration drives our

success, supported by thoughtful leadership and dedicated planning. •  Employees at Thermo Fisher

know the work we do has meaningful impact, which is why everyone is friendly and supportive as we all want to reach that goal.

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Message Guidelines: Europe Core positioning: Realize your best – professionally and personally

Primary messages Thermo Fisher Scientific has high expectations for performance, quality, and innovation.

Audience connection “Everyone at Thermo Fisher Scientific is challenged to perform at their best.”

Proof points •  Innovation is one of the company’s

core 4i values and CEO award is given to employees to recognize their achievements in innovation. •  Thermo Fisher named one of

world's most admired companies by Fortune in 2016 •  Thermo Fisher is awarded 2015

Best Innovation at the Labo & Biotech Conference in Paris •  Thermo Fisher’s product is among

the 2015 top 10 innovations by the Scientist. •  Thermo Fisher Scientific topped a

list of the most reputable companies in Lithuania according to a new Business Reputation Index. •  We use Practical Process

Improvement (PPI) systems in every aspect of the business to drive excellence.

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Message Guidelines: Americas Core positioning: Realize your best – professionally and personally

Primary messages Thermo Fisher Scientific has high expectations for performance, quality, and innovation.

Audience connection “Everyone at Thermo Fisher Scientific is challenged to perform at their best.”

Proofpoints•  Thermo Fisher named one of

world's most admired companies by Fortune in 2016

Employer Brand Message Guidelines (Thermo Fisher)

Recruiting & HR

Transcript of Employer Brand Message Guidelines (Thermo Fisher)