Case Study: Merck strengthens global employer branding with Fork Unstable Media's Work Your Magic campaign

Merck localizes employer branding across 9 languages with Fork Unstable Media

The customer, Merck, faced the challenge of attracting and retaining top science and tech talent in a highly competitive post-pandemic market. Their previous employer value proposition was outdated, having been launched in 2016, and no longer reflected the company's changes or the current workforce's needs. To address this, they partnered with the vendor Fork Unstable Media to develop a new global employer branding campaign and employer value proposition.

Fork Unstable Media developed the aspirational "Work Your Magic" Employer Value Proposition and a comprehensive international campaign. The solution included a new visual concept featuring real employees, a campaign playbook for global HR teams, and materials localized into eight languages. The vendor's work provided Merck with its first truly global EVP, which is set to play a major role in supporting the company's human resources and recruitment activities for years to come.

Merck