When ABC, one of the top global liquor companies, acquired a prominent Indian alcohol brand, the new leadership aspired to transform the company into “the most admired consumer goods company.” Carpediem was engaged to contextualise the values and culture of the resulting entity that employees would champion and use the newly crafted Employer Brand to attract top talent. Over a period of six months, we conducted extensive research, gathering insights from the leadership team, employees across various levels, ex-employees, and placement partners. We worked with ABC through three phases: understanding and validating their existing Employer Brand, implementing an Employee Life Cycle approach to bring the brand to life, and activating it across key employee touchpoints.

In addition, Carpediem revitalised ABC’s internal HR Brand Identity, redesigning the style, content, and strategy of internal communication to align with the Employer Brand and its core values.

The results? Our efforts led to a notable increase in engagement scores across the company, surpassing even ABC’s global benchmarks in some areas.