In tandem with building a solid product, Intercom has built a strong employee culture and is recognised as a “top place to work,” with a high employee retention rate.
With a powerful product and culture, we couldn’t wait to work with them on the creation and rollout of their global Employer Branding Campaign.
People at Intercom (or “Intercomrades” as they are referred to internally) are highly skilled and highly desirable professionals, with a particular mindset and work ethic that’s led by the company values.
So, our first step was to get an understanding of these values while also uncovering what makes Intercom a special place to work. To do that, we held in-depth interviews with a selection of Intercomrades across all functions and levels.
From these sessions, one characteristic of the company stood out to us. Intercom had all the desirable attributes of a tech employer, but these were complimented with a secret sauce: their size. They had all the perks and processes of a big tech business, but all the fun, energy, and shared vision of a startup.
Now we knew what people loved about Intercom, we needed to see what the hiring process was like from both sides – recruiters and candidates. We interviewed recruiters, hiring managers, and of course, recent candidates to get an accurate understanding of the experience.
We split the strategy into two phases, interviewing candidates across 9 departments. We also conducted research in the form of stakeholder workshops, gathered candidate insights and analysis, and created a candidate journey map.
From there, we looked at how we could tell the right stories at each stage of this journey map so the right people stayed in the process until the end.
Turning to the career site, we found some areas we could upgrade. Like many companies, the career site was essentially a list of open roles… and these days that just doesn’t inspire the best talent.
We set about telling the growth, success, and inclusion stories of Intercom’s employees through blogs, videos, and podcasts Then, we used motion graphics to bring the energy of their corporate brand to life in everything we created.
Once we had our content licked, we mapped the assets we created to the key moments of the candidate journey – from initial interest to deeper dive to readying their application. We overhauled their always-on careers site and created a suite of dynamic mini-career sites so each key function could tell its unique story.
Now, Intercom has an engaging, personalised employer brand and recruitment marketing model that matches the tone and energy of their corporate brand – and their company values. As a result, they’re able to showcase their unique culture and highlight the journeys of the people behind it, to attract more like-minded talent to join their vision.
The talent market has changed, see how your Employer Brand stacks up.
