Maintaining your employer brand — how employees feel about your brand as an employer — is a job that many marketers frankly overlook. 3M employees were collectively losing an elusive mindset that had propelled the company through decades of inventing remarkable things. Wonder. The beginner’s mindset that fuels curiosity and experimentation.
Execute a remarkable and complex experiment that would consume 1400 hours of labor and 25,000 Post-it Notes. This brand machine in the style of Rube Goldberg was essentially a giant toy that would tell ten stories of science being applied to life in concert with an external campaign. We designed it to be experienced by a large audience of employees in person, to let them capture it and in a sense own it.
It was a big hit, and in many ways put Shinebox on the production capabilities map. The most compelling metrics were the captions and quotes from employees as they shared videos in social media: “Completely pointless… and entirely fantastic,” wrote one. And another confirmed that we nailed it, ”Watching this stuff stirred up the inner child in me.”
Maintaining your employer brand — how employees feel about your brand as an employer — is a job that many marketers frankly overlook. 3M employees were collectively losing an elusive mindset that had propelled the company through decades of inventing remarkable things. Wonder. The beginner’s mindset that fuels curiosity and experimentation.
Execute a remarkable and complex experiment that would consume 1400 hours of labor and 25,000 Post-it Notes. This brand machine in the style of Rube Goldberg was essentially a giant toy that would tell ten stories of science being applied to life in concert with an external campaign. We designed it to be experienced by a large audience of employees in person, to let them capture it and in a sense own it.
It was a big hit, and in many ways put Shinebox on the production capabilities map. The most compelling metrics were the captions and quotes from employees as they shared videos in social media: “Completely pointless… and entirely fantastic,” wrote one. And another confirmed that we nailed it, ”Watching this stuff stirred up the inner child in me.”
