Introduction
Viridian Therapeutics is a growing biotech company focused on engineering and developing potential best-in-class medicines for patients with serious and rare diseases. Their accelerating growth meant that they partnered with Talent Works to build their employer brand.
Research & Insight
As part of our research project to understand the employee experience at Viridian, we conducted a series of stakeholder interviews and employee focus groups. To help us build a clearer view of a competitive marketplace for talent, we also audited 6 of their competitor’s employer brands to better understand how we can help Viridian differentiate themselves.
Creative
In terms of building a position in the market for Viridian, the creative work focused on the fact that they are a mid-sized start-up. This means that they are successfully bringing products to market which gives their people some career stability and support. Yet at the same time, they are not so big that you will feel anonymous. This insight helped us to build the brand position: ‘Supported to succeed’.
Activation
The strategy for activating the brand is to work from the inside out. We launched with a new employer brand video, and also rolled the brand out across a range of internal comms initiatives – benefits brochure, D&I campaigns, Rewards & Recognition. Secondly, we built out new attraction campaigns and social media content. The third phase of the brand development is the careers site, which is currently in the design phase.
