Behind Every Mission: Employer Branding At Cellebrite

ABOUT cellebrite

Cellebrite delivers the world’s most advanced digital intelligence solutions, including digital forensics, extraction and analysis. 

With a passion for technology innovation and keeping communities safe, Cellebrite provides law enforcement, military and intelligence, and enterprise customers with the most complete, industry-proven range of digital forensics, extraction, and analytics solutions for investigation teams.

www.cellebrite.com

Employer Branding for a Safer Tomorrow

Cellebrite operates in a highly dynamic market, competing against both startups and global companies for talented human capital. 

To be able to attract high-quality employees, Cellebrite had to develop strong messages that talked about the company’s sense of purpose, appeal and advantages as an innovative employer.

After engaging in an in-depth research process to define its Employer Value Proposition (EVP), Cellebrite hired Xtra mile to develop the employer brand, and plan and execute the go-to-market strategy.

THE APPROACH

The approach Xtra mile took was two-pronged – internal and external.

Starting with the internal communications plan and targeting Cellebrite’s employees, the idea was to make them feel proud of working at the company, highlight its innovations, and praise their own accomplishments. 

This would help them become strong ambassadors of the brand, and promote the company in their social channels, among friends, etc.

The external communications program was developed and implemented by our digital marketing agency developed was meant to reach potential candidates that had not heard about Cellebrite. These campaigns focused on conveying the advantages of working at Cellebrite and the added value the company’s solutions bring to the world at large.

THE PROCESS

The branding process included developing a strategy for concepts, design and messaging. 

First, Xtra mile developed the EVP into clear messages of why potential candidates would like to work at Cellebrite:

  • XtraMileIcon Great opportunities, great technology, great growth potential
  • XtraMileIcon The excitement of distilling digital data so that agencies and investigators around the world can solve and close cases faster and make the world safer
  • XtraMileIcon Innovation, inspiration, ability to face the most difficult challenges
  • XtraMileIcon Revolutionizing the way law enforcement, military and private industries obtain actionable insights that truly prevent crime

The slogan selected was “Behind every mission”, focusing on the Cellebrite people who are entrusted with the mission of making the world a safer place.

The go-to-market strategy involved planning the roll-out and implementation of the brand across all company activities. 

Xtra mile reviewed all touch points in the employee and candidate experience, starting from the very initial phase when potential candidates become aware of the company
(for example, job fairs and social media). 

They then moved on to the employee life-cycle, mapping internal practices like
on-boarding, well-being activities, learning and development, and internal communications.

The Launch

The main objective of the launch was to expose employees to the brand and engage them with the messages. 

There was a series of photo shoots in four global sites (Israel, the US, Germany and Singapore) to obtain photos of actual employees. 

These pictures were used in new branding collateral that was distributed internally, for example, in posters that decorated the offices. 

Additional communications included designed internal emails, as well as a new careers page on Cellebrite’s website and in the company’s social media pages.

 

Xtra mile also created a video featuring employees telling the story of what it means working at Cellebrite. 

The clip was sent to all global employees in an email that announced the new talent brand. 

The video was also promoted on social media and exposed to relevant target audiences of potential candidates.

Takeaways and Continued Engagement

The results could not have been more promising:

  • XtraMileIcon The video received 9,000 views in organic traffic and reached approximately 100,000 people in Facebook and LinkedIn
  • XtraMileIcon Over 500 new users visited to Cellebrite’s careers page
  • XtraMileIcon Increased social-media presence with a context mix that relates to the main brand values – innovation, creating a safer world, doing good, and collaboration
  • XtraMileIcon Engagement of company employees in the creation of content and sharing it in their social networks

Going forward, Xtra mile continues to work closely with Cellebrite and its employees to share content and increase engagement in the various digital channels. 

At the same time, a group of company ambassadors gain and provide additional exposure to their own personal brands, positioning themselves and their company as thought leaders.

Quick Facts

Customer:

Cellebrite

Industry:

Digital intelligence solutions for a safer world.

Solution:

Planning and ongoing management of the employer branding go-to-market strategy, which includes implementation of a brand across all touchpoints in the employee lifecycle, establishing a brand ambassador community, ongoing management of company’s “Life at” social media assets and managing digital campaigns on Facebook and Linkedin and YouTube.

Results:

  • Increased engagement of company employees in the creation of content and sharing it in their social networks, thus reaching greater audiences with targeted content.
  • During the first month of the employer, the brand video received 9,000 views in organic traffic and reached approximately 100,000 people on Facebook and LinkedIn
  • Approximately 500 new unique users visit the Cellebrite’s careers page monthly

“From the beginning of our collaboration with Xtra mile and since the launch, Xtra mile has been extremely instrumental in this major employer branding endeavor.

They have worked diligently based on a clear yearly plan that ensures the Cellebrite brand and our messages create a holistic story throughout the candidate and employee experience.

The new employer brand is an integral part of our recruitment process.

Xtra mile also helps us work with recruiters and hiring managers to make sure they adopt our key messages.

We have aligned onboarding materials with the brand, and the concept and messages are also incorporated in our wellbeing activities as well as community relations.

Since starting the work with Xtra mile, organic traffic has increased substantially. We also invested in paid advertising and in a media budget to reach greater potential candidates in a predefined target audience.

The idea of internal brand ambassadors has also been extremely successful, giving us even more exposure as an employer of choice.”

Gili Shilony, Senior Director of Global People Operations, Cellebrite

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