Intuit India Employer Branding Campaign

The Story ofI AM INTUIT

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Insight/opportunity: In India, we compete with more established global brands to attract and retain top talent.

Intuit was recognized as #8 in India’s Best Companies to Work for in 2014 list, we wanted to leverage this opportunity to

build our Great Place to Work brand and establish Intuit as an ‘employer of choice’ amongst our talent groups.

Hypothesis: Our employees are the best brand ambassadors to tell our unique story; enable them to share with the world, the

culture and the spirit of Intuit.

Key Actions / Testing Methodology:Conceived the I AM INTUIT creative concept featuring real employees who could share their pride and belief of being

Intuit.

Harness the passion of all Intuit India employees enabling them to personalize and own the campaign by leveraging

technology and social media.

The opportunity

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Employees owning and sharing the Intuit pride made the campaign real, personal and

believable.

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The Creative Concept

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I AM INTUIT Web App try it yourself: www.iamintuit.in

username: intuit password: iamintuit

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Some Employee Posts

I AM INTUIT campaign conceived – Be the Face of Intuit campaign

launched inviting employees for the photo shoot

I AM INTUIT campaign launched internally – 1st Outdoor Billboard

goes live

Campaign goes live through Intuit India social channels – Intuit India

Facebook monthly reach at an all time high – 1.38 million

Launch of I AM INTUIT Web App - 241 unique tweets, 564 retweets

and 70K reach for #iamintuit

50% of India employees use the WebApp to post the I AM INTUIT

creative on their social network

Intuit Confidential and Proprietary

47,906

June 2014

13,80,915 August 2014

Facebook +2700%

11,247

June 2014

27,288

August 2014

LinkedIn +313%

59,400

June 2014

99,352

August 2014

Twitter +173%

Percentage increase in average monthly impressions before and after the #iamintuit campaign

44% increase in traffic to the India Careers

Site

1,478

followers

4,323

Page

Likes

I AM INTUIT

Impact/Results (social media)

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Our Learnings

Challenge Norms

• Traditionally employer branding campaigns in India are run through print ads that incur huge costs –our digital campaign cost was 1/10th of the regular campaigns.

Harness the Power of Social

• Social only campaign that led to exponential results both in terms of reach and employee participation.

Lean Experiments

• Experimented with Outdoor Billboards for targeted campaigning.

Leverage Technology

• Created a Web App that was simple yet extremely effective in amplifying our campaign reach.

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