Building an Employer Brand in a New Market

How Talk Shop helped Snowflake turn its expansion into a compelling employer brand story, building visibility and credibility with engineering talent in a competitive new market.

Corporate Communications
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Media Relations
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Technology
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Public Relations
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25+
earned media hits
28M+
earned media impressions
Earned coverage secured within the first two months

Challenge

Snowflake was scaling globally at 37% year-over-year and needed engineering capacity to support that growth. With a new regional headquarters and ambitious hiring targets, the global technology leader was entering a market where its employer brand had relatively little recognition and where it would be competing for talent against established local and global companies.

For highly sought-after engineering talent, brand recognition alone doesn’t drive consideration. Engineers want to understand the technical problems they’ll solve, the calibre of the team they’ll join and whether a new office represents a meaningful investment in engineering. Snowflake needed to turn its market entry into proof of its long-term commitment, technical ambition and the opportunity for local talent to contribute to work shaping the future of AI and enterprise technology.

Our Approach

Talk Shop built a market-entry PR strategy around the substance behind Snowflake’s expansion. Rather than treating the new headquarters as a standalone corporate announcement, we used Snowflake’s investment, hiring ambitions, local leadership and technical mandate to demonstrate the scale and significance of its commitment to the market.

Drawing on deep relationships across technology, business and regional media, we developed distinct stories for the audiences Snowflake needed to reach. Local investment and job creation created a strong regional narrative, while Snowflake’s engineering work and role at the forefront of AI and enterprise technology gave national business and technology media a broader story to tell. 

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Results

25+
earned media hits
28M+
earned media impressions
Earned coverage secured within the first two months

Within the first two months, the program established Snowflake as a meaningful new presence in the market, earning coverage across tier-one national, business, technology, startup and regional media. More importantly, the storytelling moved beyond the arrival of a global brand to demonstrate the substance behind Snowflake’s investment, elevating its local leadership, engineering mandate and role in AI and enterprise technology to build credibility with the highly sought-after talent it needed to reach.

Let’s Talk Shop.

Let’s Talk Shop.

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