AbbVie

Everyone here is in the miracle business

Everyone here is in the miracle business

Focus:

Employer Brand Transformation & Value Strategy Development

Pizza Hut recruitment campaign billboard featuring restaurant team members
Pizza Hut recruitment campaign billboard featuring restaurant team members

Key Elements:

Decision-Dynamics
Research
Creative Direction
Content Strategy
UX Design
Career Site Reinvention
Storytelling

Invisible to the people they needed most.

Employer Brand Strategy & Design

AbbVie's science had changed lives, but outside the lab almost no one knew the name. Hiring at global scale meant reaching supply chain, regulatory, commercial, and operations people who had no reason to seek the company out. The disadvantage wasn't the offer. It was the story going untold.

AbbVie recruitment ad on a large digital screen in an airport concourse, asking “When does a molecule become a miracle?”
A row of colourful AbbVie recruitment posters pasted along a brick wall as a cyclist rides past
Hand holding a phone on a plane showing an AbbVie careers story headlined “1000s of failures. One success.”
AbbVie print advertisement in a newspaper reading “We’re not here to fight cancer. We’re here to obliterate it.”

When does a molecule become a miracle?

Employer Brand Strategy & Design

One question reframed everything. It honored the science without making science the only story, and it opened a door every function could walk through. The answer isn't only the researchers. It's the people who get a medicine from discovery to the patient who needs it. All of them, in the miracle business.

Three phones showing AbbVie recruitment posts in an Instagram feed, each inviting people to explore careers
Purple AbbVie roll-up banner standing in a bright office lobby

One company, many brands, one voice

Employer Brand Strategy & Design

AbbVie and Allergan were running as separate employer brands across regions and channels, so candidates met a different company depending on where they touched it. We built a unified brand system: shared strategy, clear articulation, and templates that let regional teams move on their own without losing coherence.

Green AbbVie hoarding along a city pavement showing employees collaborating
Open AbbVie employer brand brochure spread with the line “The frontlines of cancer are the backbones of our company”
Stack of green AbbVie recruitment brochures on a grey surface

“Not everyone at AbbVie hunts molecules, but all of us are in the miracle business. The new brand gave us the language to invite the world into ours.”

AbbVie

Hands holding a phone showing the AbbVie career site job search on mobile

The story was already true

Employer Brand Strategy & Design

The awareness gap closed not by manufacturing a story but by surfacing the one already there. Stories employees felt but never said outward became content that reached people who'd never considered AbbVie. For the first time, what drew candidates in matched what they found once they arrived.