Problem:
Daimler’s global Truck Technology & Software (TT/S) division was undergoing major restructuring—merging siloed national teams from Freightliner, Fuso, Mercedes, Serta, and Western Star into a single global unit. The shift triggered confusion, cultural friction, and growing disengagement across 3,000+ employees navigating new leadership, communication norms, and blurred team identities.
The client was already in motion with an external agency, but the early outputs weren’t resonating internally. The work needed stronger alignment between message, behavior, and trust.
Solution:
Brought in as an embedded strategic partner, Devon level-set the foundation by introducing a comprehensive employer brand architecture—clarifying both immediate goals and long-term vision across the organization, while ensuring internal efforts could land with the consistency and cohesion the moment required. This included:
- Employer Brand Scaffolding: Positioned the existing narrative and values framework within a true employer brand architecture—introducing scalable tactics, performance KPIs, and operational clarity that enabled the strategy to take hold across regions and teams.
- Messaging & Content System: Tools and roadmaps that empowered leadership to communicate with clarity, consistency, and trust across regions.
- Cultural Integration Guidance: Region-sensitive tactics to reset expectations, rituals, and norms—building bridges across national and departmental boundaries.
- Scalable Operating Rhythm: A strategic calendar and content framework that allowed the client to sustain alignment and momentum beyond the initial engagement.
Payoff:
The employer brand system launched with 33% workforce participation—surpassing Daimler’s internal engagement benchmarks by 15%. Global sentiment tracking showed a measurable lift in clarity, transparency, and emotional alignment across departments and regions. The strategy stabilized a faltering engagement, reframed the scope, and gave the client a functional, future-facing foundation they could build on—internally or with agency support
Devon’s clear strategy and level setting on our mission with Daimler has helped align them to big picture thinking and goals. This has generated a productive partnership with enhanced clarity regarding immediate and long-term goals. As well as enhanced efficiency guided by a set plan of action. Devon is a great person and intelligent. I found him very personable and easy to work with. Our meetings were on-task and goal oriented making the process maintain focus toward our greater objectives. I would happily work with Devon again on future client work or on next steps with Daimler.
Chad Smith, Creative Director | Joyful