Activating Terumo’s Employer Value Proposition Through a Meaningful Engagement
Founded in Tokyo in 1921 and now operating globally, Terumo employs more than 30,000 associates in more than 160 countries and regions with a market capitalisation of over JPY 4 trillion.
Terumo’s brand purpose is to lead the advancement of healthcare and the enhancement of patients’ quality of life. Terumo’s brand ranks within Japan’s top 100 most valuable brands.
Terumo recently launched its new Employer Value Proposition (EVP), ‘Advancing Healthcare with Heart.’ Recognising the need to make this EVP more relevant for Asia Pacific associates, the company sought to realign its internal branding efforts.
The main challenge was to plan an engaging campaign that moved beyond surface-level participation to help associates internalise the EVP and embody the dualities that define a T-Talent, all while keeping the tone fun and relatable.
As this was a regional campaign engaging associates across 9 countries, we launched the campaign on Workplace, an online collaborative platform that all associates were already familiar with.
Creative Approach
SR planned a regional campaign to foster real adoption among associates. Engaging social posts brought the refreshed EVP narrative to life, while challenges boosted engagement.
Strategic Activities
An inter-entity competition was designed to keep momentum high, using a live scoreboard to reward participation and drive friendly rivalry.
To anchor the campaign in personal reflection, associates were invited to make their commitment real by posting their personal pledges, transforming the EVP from abstract values into personal commitments. Leaders were encouraged to lead by example by championing their chosen duality in the Leader’s Manifesto.
These activities served as key moments of personal and organisational alignment, inspiring associates to reflect deeply and internalise what it truly means to Advance Healthcare with Heart.
This year’s EVP-focused campaign achieved strong regional participation with over 674 quiz entries and 145 pledges, reflecting high quality engagement.
Deeper Internalisation
Unlike previous campaigns, this engagement encouraged understanding and ownership of Terumo’s employer brand. The true impact goes beyond numbers, where associates internalised what it means to be a T-Talent. This mindset shift helps to strengthen brand culture from within.
