an Employee Referral Program with flexible messaging for differing career groups.


Johnson Controls, Inc (JCI) was merging all their children company Employee Referral Programs (ERPs) under the umbrella of a single JCI program. They looked to my team to develop a new ERP campaign both to drive engagement, but also to educate employees on the new 3-step process to refer.

what we created

  • Research & Discover into an ERP Vale Proposition

  • ERP Tagline and Brand

  • Posters & Desk-drop Flyers

  • Eblasts

  • FAQs

The insights

After an in-depth look at why and who their employees refer, we came to understand there was clear delineation between the “why” for their career areas. Their distinct career groups of Sales, Operations and Fire Security referred for different primary reasons, so we created varying collateral pieces with special-targeted messaging to speak to each group uniquely, and drive higher engagement with those groups.

We also reviewed their new refer process, to break it down into its primary steps, developing a new strategic set of instructions.

Branding, ERPTori MacMillan