Building an employer brand that challenges the right candidates.


Together with our partners exaqueo, we developed a new employer brand for a global technology company, MicroStrategy.

Founded by Michael J. Saylor in 1989 and headquartered in the USA, MicroStrategy delivers business intelligence, mobile software, and cloud-based services to leading blue-chip clients.

To remain at the forefront of innovation, MicroStrategy needs to recruit and retain the finest IT talent – requiring an employer brand that would truly differentiate the organisation in a highly competitive market.

Working closely with MicroStrategy’s leadership team, our partners, exaqueo, conducted research with a global segment of its employees and uncovered key insights into employees’ values and motivations. From there, exaqueo shaped MicroStrategy’s unique Employee Value Proposition to excite potential candidates while authentically representing the resonating existing employee experience.

We translated the research and employer brand strategy into creative work that centered around the brandline “Accept the challenge.” - a rallying call to employees and candidates.

The creative treatment uses a range of headlines that challenge candidates, and are aligned to different aspects of the employment experience. These are paired with commissioned, original illustrations inspired by data visualization and suggest problem-solving, teamwork, and data analysis. The illustrations give a sense of movement and energy, another reflection of the work culture at MicroStrategy.

We supported MicroStrategy in its implementation of the new employer brand across social media and with an updated website design. To extend the employer brand to MicroStrategy’s international audience, we also updated all of the website elements and assets we provided in Polish and Chinese. Finally, we delivered a comprehensive set of brand guidelines to ensure that MicroStrategy’s new branding would be applied consistently and effectively.


Employer brand guidelines.

Social content.

Brand toolkit.

Careers website.


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