As part of a major global overhaul of Siemens' employer brand in 2017, I was R/GA’s lead copywriter for the launch of branded content platform Future Makers.

The insight: Siemens’ reputation was tired. Most people didn’t know what the 170 year-old engineering brand actually did. “Oh, Siemens. They make dishwashers?” Yes, but they were working on electric planes, making parts for spaceships and building TfL’s new Elizabeth line, too. Employee surveys showed low levels of satisfaction and Siemens was failing to attract the talent it needed for its world-changing tech and engineering projects.

To better communicate this work and get Siemens’ people excited about their role in this change, we created a content platform for current and future talent. It told the stories of the 372,000 people working there, so somebody in China could see what their colleague in Chicago was up to.

I edited stories and was the gatekeeper for TOV. I interviewed CEOs, interns and engineers on factory floors and stitched together stories that challenged preconceptions about the Siemens brand, and what it takes to work there.

Visit the site – it’s now called People at Siemens.