Overview

Shell Business Operations (SBO) forms the operational backbone of business processes (ITES, HR, customer services, finance, and other key functions) that help deliver Shell’s business solutions across the globe. SBO’s have hubs in India, Philippines, Malaysia and Poland.

Case Timeline

2019- Current

Brand

Shell | SM Ad Creatives, Event Collaterals, SMM, Employer Branding Campaign, Employee Referral Programme

The Challenge

The key talent SBO’s seeks to hire receives a cornucopia of messages from employers, all of them talking about growth, innovation, work-culture, etc. The challenge was to develop a distinctive and authentic messaging for Shell as an employer brand, for their target talent pool to make Shell the employer brand of choice.

A culture of diversity

At Shell, diversity means more than just gender differences. It also covers ethnicity, persons with disability. It is all about a culture of INCLUSIVENESS, whoever one is, whatever one believes in, whatever one does.

Focusing on the Employee Value Proposition

By understanding and embracing diversity in a wider sense, Shell is committed to create greater wellbeing and build a more constructive culture that positively affects business outcomes through more creativity and innovation. This approach is reflected in our EVP.

Localising the messaging

The message that has to be shared with employees is key. Defining the voice, tone and stlye of the commmunication was an ardous effort.

Insight

A sustained Hum-Sing-Shout campaign approach would aid to drive mass ERP adoption and eventually help in creating ERP ambassadors.

A multi-pronged sustained campaign would also aid to drive awareness, affinity and preference for Shell as an employer by communicating the relevant proof points and differentiators of the EVP to potential candidates and Shell employees (with a special focus on Diversity) at SBO locations.

The Approach

We created ERP Hero(Ambassador)collaterals, featuring employees who made successful referrals as well as referees and amplified their experiences through varied rich content.

Impact in Numbers

Over the length of our association with Shell, Velocita has created communication design that has resulted in hiring for over 3500 open positions, garnered over 2,30,000 job applications and successfully filled 2900 positions while growing Shell’s employer brand across SBO locations.