A strategy to recruit 600 engineers.

Uncovering the humanity of a product-driven company to develop a purpose-led, emotive employer brand.

Services Provided
– Brand Strategy
– Brand Voice
– Recruitment Campaign
– Brand Experience
– Messaging Platform
– Go-To-Market Strategy

There had never been a better time to join Informatica, but this engineering-led business was misunderstood in the marketplace and missing the kind of brand awareness that was needed to attract top talent.

With marketing focused 100% on product focused and there was no brand to speak of. That is a tough challenge to face if you are trying to hire upwards of 600 of the most globally sought after R&D and sales talent.

Our objectives were clear: we needed to increase the flow of overall applicants, better engage with the talent pool, and spur referrals from current employees. To do this we needed to create a compelling employee value proposition (EVP) and then use that to reach out to people in new and unexpected ways.

The EVP (Informatica brilliantly unlocks hidden potential to accelerate success) became the driving force for the entire campaign.

What We Learned Along the Way

Let people know they matter.

If you want someone to pick your organization over another, you need to show them you care. Be respectful of their time, don’t make them jump through unnecessary steps or hoops, thank them for their time, and be transparent about your process. Job seeking is a stressful process and the winners in the fight for talent will be those who put people front and center.

One size does not
fit all.

Not everyone is a good fit and that’s OK. But it is important to identify what kind of person will thrive inside your organization. Learn what is top of mind for this person and who they listen to. With exactly these people in mind, be sure to align your strategy to fit. Let them know what they can expect and how you are different.

Go to where all the cool kids are.

Don’t expect talent to come flocking to you if you are not putting yourself out there. Where and who your brand associates with speaks volumes of who you are. If you’re stuck marketing your products and services, but not contributing to bigger ideas and values, it will be reflected in your workplace. It is likely that opportunities will be limited and room for growth stifled. Think big and win.

“It was hard to pull our entire leadership team together for our Employer Brand project, but the experience and the outcome was totally worth it.”

Jo Stoner, SVP Human Resources

Bringing Strategy to Life

Big Data. Big Difference. Big Purpose.
Three ideas sit at the heart of this campaign: Big Data – the mega trend we chose to associate with. Big Difference – a refreshing place to work. And Big Purpose – more than just a job.

An overarching narrative.
This narrative worked hard for two reasons. We were able to reposition Informatica into Big Data and address the misperceptions people had about Informatica. And,we answered the question “Why work at Informatica?”

Experience that Works

Don’t work in silos.


The fastest way to get an idea shot down is by not including someone in the process. Recruitment initiatives generally sit within HR, but if you’re planning to push a global communications effort externally, make sure you include the folks in marketing and engineering. You’ll also likely find out about other initiatives that might influence your work.

Sing from the same hymn sheet.

Employer branding communications come in all shapes and sizes, across many different media. To be consistent in your communications work from an approved messaging platform. And then scale the messages to fit, whether that be 140 characters or 140 pages.

One big idea, lots of potential.

With the strategy in place and a campaign idea locked down, our creative team went to town, generating a ton of different ways to bring that idea to life. This was good, because it tested whether the idea had the legs to extend over a long period of time. It also helped the client get excited about simple ideas they could start implementing today, as well as more complex ideas that would take more time and resources.

Get local.


Don’t expect an idea that resonates in Silicon Valley to ring true across the globe. Different cultural values and points of reference dictate what we are attracted to and what makes sense to us. It is important to think locally and not just translate copy. If your talent needs are in Bangalore, Munich, Dublin, and Shanghai, make use of the resources you have in each of those markets to test work and gather feedback.

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A brand story turns a platform into a launching pad.

Services Provided
– Brand Strategy
– Brand Voice
– Employee Engagement
– Messaging Platform
– Corporate Narrative
– Visual Identity
– Brand Guidelines

PubMatic is dedicated to the success of the publishing industry.

As digital publishers struggle to keep up with ever-evolving technology and stay relevant, PubMatic helps publishers create more meaningful connections. Armed with a strong mission, PubMatic was looking to reposition itself from away from ad-tech to a marketing automation platform that truly stands apart as the shining star of digital advertising. They needed an emotive brand strategy that would address this shift, align the company’s global leadership and attract and retain top talent in a hyper-competitive market. In marketing technology, brand survival depends on holding pace with a rapidly changing industry so PubMatic’s strategy needed an agile approach that’s able to flex as the company grows.

Communicating why this company matters meant shifting PubMatic away from a product-based message to a more human, relatable brand story. As part of this evolution, we developed a brand narrative, a corporate visual identity, and an employer brand. The strategy worked. Employees are proud and publishers are thriving. The future for publishing is here and PubMatic is ready.

What We Learned Along the Way

Purposeful leaders create purposeful brands. …………………….

Purpose can’t be made up. Leaders who push brands forward with authentic, genuine aspiration for a brand’s potential beyond profit have a much easier time living up to their brand promise. For ambitious companies, a leader with a clear mission brings the brand that much closer to making a meaningful impact

C-suite engagement makes a winning brand strategy. ……..

Brands on the cusp of big change need a great strategy, stat. When clients at the C-level are dedicated to participating in the entire process, from kickoff to guidelines, we can deliver a strategy that is consistent and authentic without skipping a beat.

Know the internal limitations and resources for change.

Falling in love with something out of reach is never a good idea. And changing a brand’s look, especially a global brand, may come with an impractical price tag. Assessing budget limitations at the beginning of the brand strategy engagement will prevent making a commitment that can’t be executed.

“Emotive Brand helped our leadership team align and shift our corporate strategy from a simple SSP to a marketing automation software company serving the publishing industry. The rebrand has had an impact on our business results including improved customer satisfaction, product marketing and go-to-market strategies.”

Matt Wolfrom, PubMatic VP Corporate Communications

Bringing Strategy to Life

A relationship technology.
Publishing connects brands and people with meaningful experiences. PubMatic’s visual identity explores the power of PubMatic’s platform by showing the ideation of content, the automation of its technology, and the engagement of the people, brands, and publishers it enables.

A logo that differentiates.
PubMatic’s logo incorporates a graphic device as a representation of the streamlined offering of the One Platform. It’s simplicity stands out it within the crowded industry landscape.

Behind the scenes.
The graphic language represents the connections that PubMatic’s One Platform enables.

Bringing Strategy to Life: Employer Brand

An employer brand with publishing at its core.
The new visual identity for PubMatic’s employer brand works together side by side with the corporate brand. The look and feel reinforces the brand promise of exceptional people driven to build a future where publishers delight all people with content they love.

Experience that Works

Tell a story that everyone can stand behind.

A compelling corporate narrative helps employees be consistent and motivates them to rally behind their brand. We developed a multi-purpose narrative that everyone at PubMatic can use to tell the brand story with clarity and pride.

Use visual identity to simplify a complex story.

Complex technology needs a simple way to explain its offering. PubMatic’s visual identity does this through powerful graphic language that communicates their unique offering and reaches more people without depending on industry jargon.

Make publishers number one.………………….

Our brand strategy took an empathetic approach to differentiate PubMatic as a brand dedicated to publishers and the publishing industry. By truly understanding and relating to publishers, we were better able to develop a brand that supports their needs.

Find an executive champion to partner with.

Effective brand strategy needs an internal advocate to own the work from start to finish. We engaged the entire C-suite, but relied on the vision and direction of one brand champion to push PubMatic through some major hurdles and keep everything on track and on budget.