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Uniting and inspiring a global workforce

How we helped a safety science leader create a community of brand champions.

Employer Brand Hero Image of Employees 2

At a glance

Introducing a new generation to safety science

Putting people at the centre of a brand

Sharing unique stories of real-world impact

Inspiring the next generation

With over 15,000 employees across 40 countries, UL Solutions is a global leader in safety science. Their work touches everything from sustainability to digital security, but one thing ties it all together: a commitment to building a safer, more sustainable world.

As a mission-driven organisation, UL Solutions is looking for people who care about safety, innovation, community and sustainability. They needed a bold employer brand to reach the next generation of talent and empower every employee, no matter where they were based, to become a proud advocate of their organisation.

Their employer brand had to:

  • Authentically reflect their diverse, global culture.
  • Appeal to Gen Z talent, who may be unfamiliar with safety science.
  • Align with their recently launched corporate masterbrand.
  • Empower employees as brand champions.
  • Be broad enough to grow and evolve for years to come.

This wasn’t just about a new logo or slogan. It was about showing the incredible people who help make the world a safer place.

Building a Better World Illustration-1

We had a strong starting point

UL Solutions already had a strong foundation: a big idea and a bold vision that put people at the centre of everything, literally.

Their new employer brand revolved around a personal "circle of potential". It was a powerful concept, but they needed a partner to help refine it and bring it to life across every touchpoint.

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We launched the employer brand with a bang

We partnered with UL Solutions to help them launch their new employer brand internally and externally across three strategic workstreams.

B2 Awards - 6 Showcase Assets

Internal communications

We developed assets to help UL Solutions share their new employer brand through company-wide newsletters, CEO-led communications, the intranet and an HR Town Hall. We also put together workshops to embed the employer brand within their Talent Acquisition teams and provided them with a full suite of tools, including comprehensive employer brand guidelines.

Meaningful Moments - Starting a new career Social Post
Examples of Meaningful Moments Social Posts

Employee enablement

Next, we turned employees into storytellers by creating social-ready milestones for staff to share and celebrate, LinkedIn graphics that helped employees tell their unique stories and branded LinkedIn banners for all employees to show their UL Solutions pride.

A LinkedIn personal banner
4 Social Post Visuals

Candidate experience

Finally, we ensured that every external touchpoint reflected the new employer brand. We refreshed the careers site to tell the UL Solutions story, developed banners and profiles for job boards and updated their LinkedIn page to reflect their values and people.

UL SOlutions Careers Site-1

A resounding success

The launch was met with overwhelming enthusiasm across the business and beyond. It resulted in:
211
%

increase in career site traffic during launch week.

85
%

open rate for internal launch communications.

6000

engagements on organic launch posts.

120

employee-generated posts.

And it doesn’t stop there.

 

We’re continuing to support UL Solutions, giving them the tools to capture and create unique people-centered content that aligns with their new employer brand and continues to inspire the next generation.
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