Building Align's first global EVP
Employer branding across 10 countries, from the company's first employee value proposition to its first global talent program.
My role
Global Employer Branding Specialist, then Senior.
Company
Align Technology.
Reach
10 countries across North America, Latin America, Asia-Pacific, and Europe.
Partners
Consumer marketing, corporate communications, HR, and talent acquisition.
+30%
Employee engagement after launching the first global EVP
400+
Applicants for the company's first global talent program
30 days
Time-to-fill for that program
The problem
Align was growing fast across regions, but it didn't have one shared story about why people should join and stay. Recruiting messages varied by country.
The company was also launching its first global talent program, with no brand behind it yet.
My approach
1. Define the EVP
The company's first employee value proposition, grounded in what employees already valued.
2. Embed company values
Worked with recruiters, corporate comms, and creative to carry the EVP into every campaign.
3. Brand the talent program
A distinct identity and the logistics for the first global talent program.
4. Measure and refine
Analytics on every campaign to keep improving what worked.
What I learned
A strong employer brand is built from the inside out.
The EVP worked because it started with what employees already valued, then gave recruiters a consistent story to tell in every region.