Deepening Corporate Culture and Strengthening Employer Value Proposition
Founded in Tokyo in 1921 and now operating globally, Terumo employs more than 30,000 associates in more than 160 countries and regions with a market capitalisation of over JPY 4 trillion. Terumo’s brand purpose is to lead the advancement of healthcare and the enhancement of patients’ quality of life. Terumo’s brand ranks within Japan’s top 100 most valuable brands.
Terumo recently launched its new Employer Value Proposition (EVP), ‘Advancing Healthcare with Heart.’ Recognising the need to make this EVP more relevant for Asia Pacific associates, the company embarked on a strategic initiative to realign its internal branding efforts.
The main challenge was to close the distance between Terumo’s internal Employer Value Proposition (EVP) and its relationship with associates. The goal was to create inspiring strategies that aligned with the company’s holistic approach to healthcare, ensuring that both internal and external branding authentically represented Terumo’s values.
Our mandate included formulating a comprehensive employer brand strategy, ‘Advancing as a T-Talent,’ which encompassed employee guidelines, internal and external communications, office environment design, and video production. This approach deepened the understanding of Terumo’s corporate culture and strengthened its employer value proposition.
External Communications
Our comprehensive approach began with a deep understanding of the EVP, allowing us to identify opportunities within the employee journey and discover ways to differentiate Terumo in attracting and retaining talent.
Office Environment
The T-Talent Associates are driven to advance healthcare with heart. Terumo’s emphasis on performance-driven traits highlights the need to balance these dualities.
By creating a space where employees can thrive and make meaningful contributions, the office environment becomes a tangible embodiment of the EVP.
