{"id":7089,"date":"2019-09-15T08:33:48","date_gmt":"2019-09-15T08:33:48","guid":{"rendered":"https:\/\/xtra-mile.co.il\/?post_type=case_studies&p=7089"},"modified":"2021-02-24T13:58:18","modified_gmt":"2021-02-24T13:58:18","slug":"behind-every-mission-employer-branding-at-cellebrite","status":"publish","type":"case_studies","link":"https:\/\/xtra-mile.co\/he\/case_studies\/behind-every-mission-employer-branding-at-cellebrite\/","title":{"rendered":"Behind Every Mission"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

ABOUT cellebrite<\/b><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Cellebrite delivers the world\u2019s most advanced digital intelligence solutions, including digital forensics, extraction and analysis.\u00a0<\/p>

With a passion for technology innovation and keeping communities safe, Cellebrite provides law enforcement, military and intelligence, and enterprise customers with the most complete, industry-proven range of digital forensics, extraction, and analytics solutions for investigation teams.<\/p>

www.cellebrite.com<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t

Employer Branding for a Safer Tomorrow<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Cellebrite operates in a highly dynamic market, competing against both startups and global companies for talented human capital.\u00a0<\/p>

To be able to attract high-quality employees, Cellebrite had to develop strong messages that talked about the company\u2019s sense of purpose, appeal and advantages as an innovative employer.<\/p>

After engaging in an in-depth research process to define its Employer Value Proposition (EVP), Cellebrite hired Xtra mile to develop the employer brand, and plan and execute the go-to-market strategy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t

THE APPROACH<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The approach Xtra mile took was two-pronged \u2013 internal and external.<\/p>

Starting with the internal communications plan and targeting Cellebrite\u2019s employees, the idea was to make them feel proud of working at the company, highlight its innovations, and praise their own accomplishments.\u00a0<\/p>

This would help them become strong ambassadors of the brand, and promote the company in their social channels, among friends, etc.<\/p>

The external communications program was developed and implemented by our digital marketing agency developed was meant to reach potential candidates that had not heard about Cellebrite. These campaigns focused on conveying the advantages of working at Cellebrite and the added value the company\u2019s solutions bring to the world at large.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t

THE PROCESS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The branding process included developing a strategy for concepts, design and messaging.\u00a0<\/p>

First, Xtra mile developed the EVP into clear messages of why potential candidates would like to work at Cellebrite:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t
    \n\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tGreat opportunities, great technology, great growth potential<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tThe excitement of distilling digital data so that agencies and investigators around the world can solve and close cases faster and make the world safer<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tInnovation, inspiration, ability to face the most difficult challenges<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tRevolutionizing the way law enforcement, military and private industries obtain actionable insights that truly prevent crime<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    The slogan selected was "Behind every mission"<\/strong>,\u00a0focusing on the Cellebrite people who are entrusted with the mission of making the world a safer place.<\/p>

    The go-to-market strategy involved planning the roll-out and implementation of the brand across all company activities.\u00a0<\/p>

    Xtra mile reviewed all touch points in the employee and candidate experience, starting from the very initial phase when potential candidates become aware of the company
    (for example, job fairs and social media).\u00a0<\/p>

    They then moved on to the employee life-cycle, mapping internal practices like
    on-boarding, well-being activities, learning and development, and internal communications.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

    \n\t\t\t\t
    \n\t\t\t\t\t

    The Launch<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    The main objective of the launch was to expose employees to the brand and engage them with the messages.\u00a0<\/p>

    There was a series of photo shoots in four global sites (Israel, the US, Germany and Singapore) to obtain photos of actual employees.\u00a0<\/p>

    These pictures were used in new branding collateral that was distributed internally, for example, in posters that decorated the offices.\u00a0<\/p>

    Additional communications included designed internal emails, as well as a new careers page on Cellebrite\u2019s website and in the company\u2019s social media pages.<\/p>

    \u00a0<\/p>

    Xtra mile also created a video featuring employees telling the story of what it means working at Cellebrite.\u00a0<\/p>

    The clip was sent to all global employees in an email that announced the new talent brand.\u00a0<\/p>

    The video was also promoted on social media and exposed to relevant target audiences of potential candidates.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

    \n\t\t\t\t
    \n\t\t\t\t\t

    Takeaways and Continued Engagement<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    The results could not have been more promising:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

    \n\t\t\t\t
    \n\t\t\t\t\t\t\t
      \n\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tThe video received 9,000 views in organic traffic and reached approximately 100,000 people in Facebook and LinkedIn<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tOver 500 new users visited to Cellebrite\u2019s careers page<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tIncreased social-media presence with a context mix that relates to the main brand values \u2013 innovation, creating a safer world, doing good, and collaboration<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tXtraMileIcon<\/title><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tEngagement of company employees in the creation of content and sharing it in their social networks<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
      \n\t\t\t\t
      \n\t\t\t\t\t\t\t\t\t

      Going forward, Xtra mile continues to work closely with Cellebrite and its employees to share content and increase engagement in the various digital channels.\u00a0<\/p>

      At the same time, a group of company ambassadors gain and provide additional exposure to their own personal brands, positioning themselves and their company as thought leaders.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

      Xtra mile Designs and Implements Employer-Branding Campaign to Engage Employees with Cellebrite's value and Boost Recruitment Rates<\/p>\n","protected":false},"featured_media":7168,"template":"","case_type":[257],"class_list":["post-7089","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry","case_type-employer-branding"],"acf":[],"_links":{"self":[{"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/case_studies\/7089","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/case_studies"}],"about":[{"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/types\/case_studies"}],"version-history":[{"count":0,"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/case_studies\/7089\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/media\/7168"}],"wp:attachment":[{"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/media?parent=7089"}],"wp:term":[{"taxonomy":"case_type","embeddable":true,"href":"https:\/\/xtra-mile.co\/he\/wp-json\/wp\/v2\/case_type?post=7089"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}