Culture and branding are at the heart of Regeneron Pharmaceuticals' growth strategy
✍ Scribed by Ross Grossman; George Renton
- Publisher
- Wiley (John Wiley & Sons)
- Year
- 2010
- Tongue
- English
- Weight
- 210 KB
- Volume
- 29
- Category
- Article
- ISSN
- 1932-2054
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✦ Synopsis
Abstract
A strategic partnership required that this successful biotech company add, in just one year, nearly 50 percent more employees, including top‐notch scientific talent, and then do it again just two years later. A key challenge was to preserve, in the midst of high organizational growth, the unique cultural DNA that has been part of the company's code for success. The authors describe a major employment branding initiative, which included a cultural assessment based on Jungian archetypes, that enabled the company to position its culture as the key differentiator in its recruitment strategy. They discuss the surfacing and articulation of five key cultural attributes that exemplify the culture and how they are used to attract and select new employees for a strong cultural fit; engage existing employees around the defining values and behaviors needed for success; and define the company's external brand. They also describe how HR practices have been implemented or modified to sustain these characteristics as part of the organizational fabric. © 2010 Wiley Periodicals, Inc.