Mérieux NutriSciences – ‘Feed Your Appetite for Science’ Campaign
Consumers worldwide depend on Mérieux NutriSciences for food and consumer goods testing to ensure the products we use each day are safe. Their team members play a vital role in protecting public health, but across the board, needed a campaign to bring more enthusiasm for the company and their everyday work—plus reel some new talent in as well.
It’s true: Not every part of every job is glamorous.
Take the long, unpredictable hours, physical demands and restricted phone access for the employees working in the labs of Mérieux NutriSciences, a global consumer goods testing company. While there are plenty of perks to the job, especially for those with a passion for science and public health, Mérieux was having trouble communicating them to potential hires, in addition to difficulties with employee retention. That’s why when we were called to help, we decided to shape a positive work culture for Mérieux from the inside out.
SERVICES: campaign theme / print campaign / digital campaign / photography / newsletters / WEBSITE
We began by sitting down with Mérieux’s HR leadership to take stock of everything and anything the company has to offer its employees, as well as everything and anything they’ve heard in terms of employee feedback. What we found was that despite generous pay and benefits, flexible PTO, student loan consolidation programs and plenty more, employees were seriously lacking in workplace enthusiasm. In turn, that lack of enthusiasm was hurting Mérieux’s reputation as an employer on sites like LinkedIn and Glassdoor.
Knowing an employee-facing campaign could address these issues and course correct Mérieux’s internal communications, we decided our campaign would focus first on boosting current employee morale and passion before extending to potential hires.
Taking everything we learned from Mérieux about their team’s love of protecting public health through science, we developed the campaign theme “Feed Your Appetite for Science” as the centerpiece for internal communications supporting their goals, values and hiring initiatives.
With our theme on lock, we knew the best way to convey a company’s culture is by demonstrating it through real photography of real team members on the job. We directed a photoshoot that thoroughly conveys Mérieux’s company culture to use on the upcoming new careers page, social media pages and other ongoing communications within our campaign.
The resulting photos aren’t just great additions to our campaign—they’ve become valuable assets in the Mérieux brand library.
Moving into collateral, we created a comprehensive internal guide for Mérieux’s culture ambassadors, hiring managers and team leads by working with Mérieux’s HR team. This guide covers everything from culture to communication to how to make the most of the Feed Your Appetite for Science campaign. Today, the piece serves as a critical tool for the leadership team to assess their employees’ strengths and ensure there is an open line communication.
Of course, a great campaign has a variety of executions through both digital and print assets, and one of the biggest lifts of this campaign was bringing Mérieux’s internal newsletter to life through both. Leveraging the campaign’s cohesive look and feel, we gathered top news, HR information and employee spotlights into a handy pocket-sized internal newsletter, perfect for employees in the lab, as well as a digital version for those who work from home.
Then it came to attracting new hires, and we knew they’d be looking for a company that can communicate everything that makes them the superior choice to work for. To best reach potential job candidates, we took everything that makes Mérieux the stand-out option for building a career, from benefits information to the opportunity for mobility, and distilled it into a comprehensive new careers page for the Mérieux website. Leveraging real employee testimonials and imagery from our photoshoot, the page is an inviting welcome to the true culture at Mérieux.
Finally, it was time to extend the campaign externally through social media. We wanted to make a strong first impression with potential new hires, so we gave a facelift to Mérieux’s social media properties, with a specific focus on Glassdoor and LinkedIn. Our new messaging speaks specifically to the true benefits of joining Mérieux’s team, while our campaign’s visual theme draws attention to their page as a whole. These changes, combined with working with Mérieux leadership to garner more employee feedback, helped significantly raise their (formerly quite low) Glassdoor rating.
Now, Mérieux’s team is equipped with all the right tools and messaging to build workplace enthusiasm for employees new and old.
“The BatesMeron team really understood our goals and worked with our team to create a strategic plan for achieving them. Their efforts improved the way our leaders and employees communicate and helped us achieve a higher, more favorable rating on Glassdoor. It wouldn’t have been possible without their guidance and creativity.”
