Fujitsu have a consumer brand that is often misunderstood. Many people see them as an old-fashioned PC company, not the innovative business that has built the world’s fastest computer or the intelligence that supports Mi5. This old-fashioned view of their identity was also shared internally and were guilty of holding themselves back with an extremely modest mindset. That needed to change to help attract the brightest and best talent in the tech market.
Working in the ultra-competitive world of technology, we knew from the outset that this employer brand needed to work hard to compete. That meant creating an employer brand that was consistent, yet flexible, global, yet local, authentic, yet aspirational, traditional, yet futuristic, that can be all things to all people.
To make this happen we were also determined that this employer brand wouldn’t be hard work to use and could be owned and celebrated by all employees at Fujitsu.
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We began by undertaking international stakeholder research, speaking to 79 business leaders and over 8,000 Fujitsu colleagues. Armed with tonnes of research, a taskforce of decision makers from the Fujitsu Brand, Marketing and HR teams then agreed the creation of the new employer brand. At the heart of which sits their brand purpose ‘to make the world more sustainable by building trust in society through innovation’.
The springboard for the Shape Your World brand essence stems from 5 key propositions that were uncovered during the research phase of this employer brand.
The modern-origami creative execution reflects the care behind the purpose, history and scale of Fujitsu but also their future focused, growth outlook.
To deploy this employer brand, we held extensive education sessions across 5 webinars to over 800 members of the Fujitsu global HR community. This was supported by a central hub of assets and brand playbook which was accessible to all users. This inclusive approach was a huge success and Fujitsu’s people all around the world truly regard this brand as their own.
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