Project Overview
I was part of the team at Rede Comunicacao that developed CNH Industrial's LinkedIn employer branding strategy. Starting from a small internship recruitment campaign in 2019, we built a full-scale content strategy in 2020 around four brand attributes: Diversity & Inclusion, Innovation, Organizational Development, and Industry Authority. The entire campaign was 100% organic — no paid advertising budget whatsoever. This case won the Aberje Award 2021 in the Digital Media category.
Key Results
- CNH Industrial ranked 9th in LinkedIn Top Companies 2021 Brazil — 100% organic
- 32 LinkedIn posts (72% image, 28% video) generating 8,353 reactions and 195 comments
- 93,259 video views across 9 video clips (~11 minutes total content)
- Earned media coverage in Exame, Forbes Brasil, Epoca Negocios, IstoE Dinheiro
- Employee turnover dropped from 12.8% (2019) to 7% (2020)
- 1,476 new hires in 2020 (vs. 988 in 2019)
- Recognized by CNH Industrial global HQ in Italy for quality of work