Genentech’s Journey to Purposeful

Recruitment Branding

Glassdoor Roadshow, February 19, 2015

Traci Scovel, Principal Program Manager, Corporate Staffing

Topics

• In the beginning…

• Compare & Contrast

• Attract & Engage: It’s a new day

• Purposeful Messaging

• Designed Differentiation

• Fun Facts & Social Storytelling

In the beginning…

• Existed in a very different (local) environment

• Past recruitment campaigns were often derivatives

• Creative execution followed a pattern

• Relied heavily on Genentech’s reputation

• Messaging wasn’t differentiated

Compare & Contrast

Compare & Contrast

Attract & Engage: It’s a new day

• BE BOLD: command attention

• BE THOUGHTFUL: share relatable messaging that speaks to core Genentech values

• BE PROVOCATIVE: disrupt and inspire

• BE DIFFERENT: we are not a me too company

• BE BETTER: it’s in our DNA…encourage new thinking

Purposeful Messaging

Goal: To create consistent meaning in the minds of those who matter most to our

success.

• Revitalize how we are perceived externally through a campaign that further differentiates us from competitors

• Focus on candidate’s hopes and ambitions, positioning GNE as a vehicle to achieve those hopes and ambitions

• Inspire current employee community and further peak the curiosity of prospective candidates

• Invigorate people and expose them to opportunities to join a tradition of inquiry that helps change the face of medicine

Designed Differentiation

A Job With a Future

9

Passion, Purpose, People

• Passion: We invented biotechnology. And we’re driven to do it again, every day

• Purpose: Doing your job well positively impacts the lives of millions of patients

• People: Our one-of-a-kind culture is built on diversity, dedication and celebration

Social Storytelling

• Optimize relevance, reach and candidate experience through vivid story telling,

bold imagery and differentiated content.

• Long Form Post (Relocation, HR landscape, Compensation)

Why “Open Company”We have an opportunity to show employees, as well as candidates that we are a company that doesn’t rest on its laurels. We strive to be better so that Genentech is a place where people can do their best work!

Be bold: address concerns head-on

Embrace opportunity to be proactive

Tell the Genentech story

Transform negative experiences

Explore & experiment

Resiliency through risk

It Takes All of Us