CooperVision

Refreshing a global employer brand and launching through social media, to attract top talent worldwide.

The brief

CooperVision is a global leader in eye care, delivering innovative contact lens and lens care solutions that improve vision for millions worldwide. With a wide range of specialised roles to recruit for, they needed a unified employer brand to remain competitive and attract the best talent globally.

The challenge

CooperVision’s EVP was outdated (over 5 years old), had low internal buy-in, and weren’t being used effectively to attract talent across different regions.


Despite being a global leader in the industry, the employer brand lacked resonance, limiting its appeal for key roles, especially Gen Z in the EMEA region.


They needed an EVP that genuinely reflected their culture, a social presence strong enough to cut through, and an internal team capable of carrying it forward.

The solution

We rebuilt the EVP from the ground up using our EVP Framework.


Through cross-functional workshops across multiple regions, we shaped a proposition anchored in real employee insight, not generic statements.


We then completed a full employer-brand audit to understand where channels, content and messaging were falling short. This allowed us to design a clear content strategy that introduced the refreshed EVP through a structured LinkedIn calendar built around storytelling, people-led content and role attraction.


Once live, we supported CooperVision’s employer brand and TA teams through in-depth social mentoring. This wasn’t classroom training; it was practical, scenario-based guidance that helped them speak more confidently about the EVP externally, network with internal stakeholders, and build the capability to sustain their social presence independently.

The results

354,890

impressions on Linked In over the first 5 months

8.4%

average engagement rate (almost 3× industry benchmark)

27,654

clicks to the careers site

What our client said

Strategic Marketing Services | Recruiters and Talent Teams | RedKnows
“Working with Redknows completely transformed how we approach our employer brand. They didn’t just help us refresh our EVP; they involved our people every step of the way, which made the messaging feel authentic and relatable. The social campaign they designed drove real engagement, but what made the biggest difference was the training and ongoing support. Our internal teams now feel confident telling our story, running campaigns, and keeping the momentum going. It’s not just a one-off project; it’s a capability we can sustain ourselves, and that has been invaluable.”
Carla Seddon, Head of Talent Acquisition, CooperVision

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Fancy a chat?

We’d love to show you what we can do.

We make pretty good coffee, and there WILL be biscuits, (and possibly dogs!) but definitely no jargon or corny sales pitches.

The results

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