Articulating onsemi’s compelling vision to inspire action

During my time at Somnio I had the pleasure of leading the strategic and creative development of this award-wining campaign for onsemi’s CSR and Recruitment efforts.

The Ask

Following a brand refresh, onsemi needed to articulate its new vision in a way that would inspire employees, customers, and partners. Despite a strong Corporate Social Responsibility (CSR) program—focused on achieving net-zero emissions, supporting community initiatives, and amplifying employee giving—the initiatives were fragmented across multiple digital channels. Awareness and engagement were low, and the brand lacked recognition in a competitive talent market dominated by Apple, Samsung, and Intel.

With engineers at the heart of onsemi’s innovation, we needed to win the recruitment war by crafting a compelling, purpose-driven narrative that would resonate with top-tier talent and existing stakeholders alike.

The Insight

A heuristic evaluation of onsemi’s CSR efforts and an analysis of high-performing CSR campaigns revealed an opportunity: success lay in uniting the program’s components under a single, inspiring message.

Through conversations with engineers, employees and stakeholders across the globe, we uncovered key motivators beyond salary—employees seek workplaces that appreciate their contributions, reward them with flexibility and growth, and offer a sense of purpose. They want to be part of something bigger: innovations that make a tangible impact on the world.

Our solution? A rallying cry that connected onsemi’s vision of the future with meaningful, immediate actions employees could take today.

The Approach

We transformed onsemi’s employee engagement strategy by:

• • Unifying the Message – Integrating CSR into the broader Tomorrow, Today campaign to show how today’s actions create a better future.

• • Optimizing the Employee Experience – Revamping messaging and design across CRM, internal platforms, and in-office collateral to make participation seamless.

• • Creating a Centralized Giving Hub – A digital platform where employees could register initiatives, track time invested, and see their efforts amplified through onsemi’s dollar-matching program.

• • Showcasing Collective Impact – Real-time impact tracking and reporting highlighted the tangible difference employees and onsemi were making together.

The Results

• • The Tomorrow, Today campaign positioned onsemi as a progressive, innovative company able to win talent and expand employee and customer business worldwide.

• • Employee engagement in the Giving Now program exceeded registration and participation goals by 120% over FY 2021.

• • The campaign’s success was recognized with the 2023 Platinum MarCom Award.