Telling the
story of Europe’s
best place to
work.

Salesforce

Salesforce is a cloud computing powerhouse, whose employee-centric culture and philanthropy are as well known as its $10 billion product empire. The San Francisco-based tech giant is the world’s fourth-largest software company and consistently ranked as one of the best places to work by Fortune, Forbes, Glassdoor and LinkedIn.

The Challenge

Ohana, which means family in Hawaiian, has been the foundation of Salesforce since its founding in 1999 — inclusive of its employees, customers, partners and communities. But with employees in 14 countries across EMEA the company knew that maintaining a connected culture as it continued to grow its workforce would require an all-encompassing approach to communication.

The Approach

After extensive diagnostic research, we recognised the need to bring Salesforce’s four core values of trust, growth, innovation and quality to life in a way that would not only engage existing employees but also attract new talent that aligns with the company’s family culture. To tie this together, we set out to create a content factory that would let its people share their own stories, in their own words, in a way that allowed their personalities and passions to shine.

Inspire

Bringing the Salesforce EVP to life

People are proud to work for Salesforce — and who better to describe the company’s culture than those who live and breathe it every day. We developed a digital campaign called “Join the Family” that explained the concept of Ohana and reinforced the company’s values through the eyes of its employees. Anchored by a scrapbook aesthetic that combined a mix of personal images, keepsakes and photography, we captured the energy of Salesforce and its employees.

Attract

Pulling in top talent

To help Salesforce attract the talent it needs, we redesigned its careers site and created employee-centric videos and blog posts that celebrated its people and culture. Staff shared their favourite parts of working at Salesforce while a mix of original photography, videos and personal images painted a picture of the company’s willingness to support its employees’ passions and interests outside of work. Additionally, we developed assets specifically for social media that would showcase the Salesforce culture and drive traffic to the careers site.

Engage

Connecting employees with a purpose

Salesforce is a purpose-driven organisation, recognised for its commitment to giving back and a culture that inspires people to live its values while being part of something bigger than themselves. We produced a series of films that pay tribute to the incredible work that happens at St. Martin’s, a primary and secondary school in the heart of the Kibagare slum in Nairobi, Kenya, with the support of Salesforce and its 1-1-1 philanthropic model. We also created an internal communications programme to raise awareness for the school among Salesforce employees and encourage them to get involved.

“Atomic DNA really helped us to ask the right questions of our employees. The content they’re creating really showcases our culture and purpose and helps us retain our best people and attract new ones, across our European offices.”

Claudine Wilson, Head of Employee Success EMEA, Salesforce

If you need help engaging and uniting employees, get in touch with our team today.

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