Challenge
PepsiCo was struggling with recruitment, often losing out to companies in Silicon Valley that were also trying to hire top talent with backgrounds in science, technology, engineering and math (known best as STEM). The brand needed to change the narrative to show how PepsiCo is an innovator with a far-reaching portfolio.
Solution
We helped to reposition the organization by finding interesting stories to tell and then sharing those narratives through an immersive digital experience.
Results
The click-through rate on job postings increased by 2.5% above the industry average. PepsiCo also saw a 20% increase in the time website visitors spent on the new Careers site. Our work also led to a relaunch of the PepsiCo Careers site and a partnership with the global team to redesign PepsiCo.com.
Matching the message to the medium
PepsiCo had interesting stories to tell—they just had to be crafted and shared the right way. We used several storytelling formats that aligned the audience with the right channel. For example, we crafted stories for the content hub, Careers microsite, social media and the corporate website.
Executing on a global scale
Pace managed the content strategy, UX and development of the new Stories site, as well as story creation and activation. Our task was to:
- Craft a cohesive strategy to woo employees across the globe
- Find the right brand stories to tell
- Use storytelling to build ownable moments about products, people and solutions
- Build an immersive digital experience—making the medium for our stories match the message of PepsiCo’s vibrant identity
- Change the narrative, showing PepsiCo’s position as an innovator with a wide-reaching portfolio
Relaunching the microsite
After great success with our initial engagement, PepsiCo asked us to relaunch the Careers site. We also partnered with the global team to redesign PepsiCo.com.
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