Intuit India launched an employee branding campaign called "I AM INTUIT" to establish Intuit as an employer of choice and leverage its recognition as a best company to work for. The campaign featured real Intuit employees sharing their pride and belief in working at Intuit through social media. An internal photo shoot and web app allowed employees to personalize and share the campaign, making it more real, personal, and believable. The social media-focused campaign was cost effective and resulted in exponential increases in social media reach, traffic to the career site, and employee participation, demonstrating the power of harnessing employees and social media for employer branding.

1. Intuit India Employer Branding Campaign
The Story of
I AM INTUIT

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Insight/opportunity:
In India, we compete with more established global brands to attract and retain top talent.
Intuit was recognized as #8 in India’s Best Companies to Work for in 2014 list, we wanted to leverage this opportunity to
build our Great Place to Work brand and establish Intuit as an ‘employer of choice’ amongst our talent groups.
Hypothesis:
Our employees are the best brand ambassadors to tell our unique story; enable them to share with the world, the
culture and the spirit of Intuit.
Key Actions / Testing Methodology:
Conceived the I AM INTUIT creative concept featuring real employees who could share their pride and belief of being
Intuit.
Harness the passion of all Intuit India employees enabling them to personalize and own the campaign by leveraging
technology and social media.
The opportunity
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Employees owning and sharing the Intuit pride made the campaign real, personal and
believable.

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The Creative Concept

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I AM INTUIT Web App try it yourself: www.iamintuit.in
username: intuit password: iamintuit

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Some Employee Posts

10. I AM INTUIT campaign conceived – Be the Face of Intuit campaign
launched inviting employees for the photo shoot
I AM INTUIT campaign launched internally – 1st Outdoor Billboard
goes live
Campaign goes live through Intuit India social channels – Intuit India
Facebook monthly reach at an all time high – 1.38 million
Launch of I AM INTUIT Web App - 241 unique tweets, 564 retweets
and 70K reach for #iamintuit
50% of India employees use the WebApp to post the I AM INTUIT
creative on their social network

11. Intuit Confidential and Proprietary
47,906
June 2014
13,80,915
August
2014
Facebook +2700%
11,247
June 2014
27,288
August
2014
LinkedIn +313%
59,400
June 2014
99,352
August
2014
Twitter +173%
Percentage increase in average monthly impressions before and after the #iamintuit campaign
44% increase in traffic to the India Careers
Site
1,478
followers
4,323
Page
Likes
I AM INTUIT
Impact/Results (social media)

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Our Learnings
Challenge Norms
• Traditionally employer
branding campaigns
in India are run
through print ads that
incur huge costs –
our digital campaign
cost was 1/10th of
the regular
campaigns.
Harness the Power of
Social
• Social only campaign
that led to exponential
results both in terms
of reach and
employee
participation.
Lean Experiments
• Experimented with
Outdoor Billboards for
targeted
campaigning.
Leverage Technology
• Created a Web App
that was simple yet
extremely effective in
amplifying our
campaign reach.
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