This case study from Pfizer detailed the creation of a global Employer Value Proposition (EVP) that resonated across diverse regions and roles, highlighting purpose, collaboration, and innovation. The speaker shared Pfizer’s research-based approach, including global surveys and focus groups, to shape an EVP that emphasizes meaningful work and connection to mission.

What will you learn?

• How to develop a global EVP through a combination of employee surveys, focus groups, and external research.
• Techniques for distilling large-scale data into actionable themes that resonate across roles and regions.
• Insights into crafting both internal and external messaging, including EVP statements and taglines like “Use Your Power for Purpose.”
• Approaches for activating an EVP internally through colleague testimonials and authentic storytelling.
• Challenges and strategies for engaging leadership and employees in the ongoing process of employer brand advocacy.

Who is hosting this learning?

Anne Dotson, Head of Global Recruitment Marketing & Employer Brand, Pfizer, USA

Anne has over twenty years of experience in communications and brand building. She’s a member of the Candidate Experience Leadership Team and tasked with looking after Pfizer’s brand as an employer.

She has built and led global teams at Pfizer as well as marketing and communication teams at other Fortune 500 companies, government agencies and non-profits throughout her career. Having also been an entrepreneur, Anne loves to tackle new challenges and build teams that can demonstrate the power of marketing and communications.

She holds an MA from the University of Southern California, Annenberg School for Communication and a bachelor’s degree from University of San Diego.

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