Founded in Tokyo in 1921 and now operating globally, Terumo employs more than 30,000 associates in more than 160 countries and regions with a market capitalisation of over JPY 4 trillion.  

Terumo’s brand purpose is to lead the advancement of healthcare and the enhancement of patients’ quality of life. Terumo’s brand ranks within Japan’s top 100 most valuable brands.

Challenge
Terumo recently launched its new Employer Value Proposition (EVP), ‘Advancing Healthcare with Heart.’ Recognising the need to make this EVP more relevant for Asia Pacific associates, the company sought to realign its internal employer branding efforts.

The main challenge was to plan an engaging campaign that moved beyond surface-level participation to help associates internalise the EVP and embody the dualities that define a T-Talent, all while keeping the tone fun and relatable.  

Solution
Centred around the EVP of Advancing Healthcare with Heart, the concept invites employees to take an active role in expressing their commitment to the organisation’s EVP in their own words. The activation starts from within, guided by their beliefs and what they stand for.

Outcomes
Employer branding campaign achieved strong regional participation with over 674 quiz entries and 145 pledges, reflecting high quality engagement. Unlike previous campaigns, this engagement encouraged understanding and ownership of Terumo’s employer brand. The true impact goes beyond numbers, where associates internalised what it means to be a T-Talent. This mindset shift helps to strengthen brand culture from within.