General Mills Employer Talent Brand
General Mills’ company strategy was way too important to just sit in a presentation deck somewhere. So we worked with them to take that strategy and turn it into an Employer Talent Brand that actually connects with the people they’re trying to hire. Instead of generic "we're a great place to work" messaging, we helped show candidates what GMI’s business goals meant for them personally—how they'd grow, what they'd be part of, and why it matters.
Territory
Innovation
We aimed to show current and potential team members that General Mills is a place where they can advance their careers, push boundaries, and try new things; a place that welcomes new and bigger thinking and allows for the space to learn
Core Idea + Message House
Based on an extensive discovery phase that included desktop research and employee input, we developed a full message house that articulated the core statement and messaging of the Talent Brand.
Brand Expression
We didn't just slap some stock photos together and call it a day—we created original artwork specifically for the talent brand that captured who General Mills is as an employer. We also built out a comprehensive language library that gives the internal communications team the right words for any communications piece. To make sure everything stays consistent, we put together detailed brand guidelines that the team can use and understand. Five years later, these assets and guidelines are still being used across all their talent initiatives. It's become the foundation that keeps their employer brand looking and sounding like GMI, no matter who's creating the content or where it's being used.
Guidelines
Food Art
Paint Splash Art
Career Site
LinkedIn Header
Tweet / X
Twitter / X Banner Image
Tweet / X
Creative Assets