Realising a Growing Opportunity: Attracting the Top Talent to Remain at the Forefront of Respiratory Health

by Edelman for AstraZeneca

Summary of work

Today, more than 700 million people have asthma or COPD and significant opportunities remain to expand care. AstraZeneca is entering an era of unprecedented potential to deliver scientific breakthroughs and transform the lives of people with respiratory diseases.

Driven by AstraZeneca’s commitment to improve patient outcomes and reframe respiratory care, Edelman was asked to support Global Corporate Affairs and HR’s efforts to take an insights-based approach to attract and recruit top talent to fill over 50 vacancies. We built the campaign around the insight that people trust people like them by using micro-influencers. After selecting nine current employees to act as micro-influencers, we developed bespoke LinkedIn content for each which included engaging visuals, a clear call-to-action and a link to the AstraZeneca Respiratory Careers page to humanise the company and team. We also produced videos to showcase the ambassadors’ day-to-day role, their personal drive for working within Respiratory and why they love working at AstraZeneca. Through this campaign, we unlocked the power of authentic storytelling, successfully setting the gold standard at AstraZeneca for leveraging internal stakeholders and their social profiles to help reach potential new employees and attract top talent resulting in over 400 applications and 42 new hires.

Judges’ comments

This Edelman and AZ work is a very good LinkedIn campaign, which produced good results against benchmarks. It was effective, highly targeted and utilised those with a presence.