As part of phase 1, extensive internal and external research was conducted to uncover FCA’s employer brand in North America, leading to employer brand pillars, a rallying cry and creative concepts. It then activated its employer brand through a new, global career website that personalizes the candidate experience based on location and click behavior. After a successful launch in North America, phase 2 kicked in. Global expansion was accelerated to flesh out its employer brand for an international audience. Global focus groups and interviews solidified its employer brand, while helping to pivot its tone and messaging based on local culture and industry. The global career site now provides job search results by acquiring job data from four different Applicant Tracking Systems (ATS), while allowing locations that lack a system to manually create and feed jobs directly into the site. Then, jobs collected from various systems are combined into a single job data file. The site automatically personalizes the user experience in three key ways — by location, language preference and click activity. All told, FCA can now serve the appropriate creative, content, and jobs based on that location, conveying its employer brand and EVP in ways that resonate.