2018 - 2020 Global Employment Brand Campaign

After leading the development of VMware’s employer brand system in 2017, I had the opportunity to create and launch the company’s first global omnichannel marketing campaign focused on raising awareness about VMware’s leading digital foundation solutions, shaping positive perceptions about the organization’s distributed workforce, and driving engagement between prospective and current employees. The creatives shared above are just a few examples from the hundreds of assets that I helped deliver between 2018 and 2020. 

When I kicked off this project in 2017, I knew the power of cross-functional collaboration, but seeing the purposeful outcomes that came to life when a group of people aligned around a shared mission was so rewarding for me. VMware’s employee population has doubled from 20,000 to 40,000 people since the launch of this campaign. The company ranked on Fortune’s 100 Best Companies to Work for list, and Pat Gelsinger, VMware’s former CEO, was named the top CEO on Glassdoor’s “Top CEO” list in 2019.

While I cannot take sole credit for all hires and the company’s perception in the marketplace, I do know that thousands of external hires, in a myriad of online and in-person places, engaged with this campaign’s collateral and chose to come and work at VMware. VMware employees – the company’s #1 source of hire – were enabled with training, communication materials, and social platforms to share their unique perspectives on working at VMware from this project.

The 2018 – 2020 VMware global employment brand campaign could not have been possible without Leona and Maria from the VMware Employment Brand team, AJ, Susan O., Jef, Janet, Wendy, and Susan W. from the VMware Brand team, Laura, Phillip and Tara from the VMware Talent Acquisition team, Siegel+Gale, Achille and Jason from Achille Bigliardi Photography, Impossible Engine, BrandVia, Zorch, TMP, Jibe/iCIMS and countless other co-workers at VMware. VMware has gone far as a business in its 25 years of existence, and I know that the work that I’ve led has played an instrumental part in its innovation story.

https://www.vmware.com/company.html