Udemy is an online learning and teaching marketplace with over 250,000 courses and 73 million students.

The challenge

Industry growth means a higher demand for talent.

So, we needed to create an Employer Brand that not only stood out from the competition for its uniqueness, but also its authenticity and commitment to inclusion. To further support this retention, we also needed to attract and inspire talent from a variety of backgrounds, as well as represent the diverse range of learners and instructors on Udemy’s platform.

The approach

We started by asking:

"What do the global markets, departments, learners and instructors at Udemy all have in common?"
‍
To answer this, we researched across four key markets: USA, Türkiye, Ireland and APAC. Speaking to more than 90 colleagues across six focus groups and interviews, we combined our findings with external research to benchmark Udemy against its competitors and understand its perceptions, as well as the nuances of its candidate and colleague audiences.

The big idea: I and We

We needed to unite Udemy’s colleagues and candidates with this one shared purpose while acknowledging their impact both individually and collectively. And Udemy’s Employer Brand statement and tagline, ‘Let’s Revolutionize Learning’, did just that. To bring this to life, we created a unique messaging framework where each headline uses a combination of “I” and “We”. This ensures that the tagline is not only believable, but an impactful call to-action that inspires talent to apply.

The creative

We developed a suite of assets to launch Udemy’s Employer Brand - inspiring colleagues and candidates to revolutionize learning together:

A playbook for our internal audience on how to use the Employer Brand; a hero video that inspires colleagues and informs candidate; a simple and informative resource summarising what Udemy has to offer; and a central resource to share our EmployerBrand story.