Employee Experience Brand

Booz Allen’s purpose statement—to empower people to change the world—is inspired by more than eleven decades of transformation. But, as their business grew, so, too, did the nuanced cultural processes by which its 27,000 people find meaningful work opportunities, learn new skills, and celebrate each other’s successes. They needed a brand architecture to align their employee experience with their purpose-driven business strategy. The brand discovery included 579 business documents, 484 employee surveys, 41 workshop participants, and 29 executive interviews. Three complementary brand platforms for learning, career opportunities, and appreciation were distilled from this analysis that in combination powered a consistent, compelling, and aspirational employee experience. Below is the Opportunity platform.