Edwards Technologies Limited

Edwards Technologies Limited | B2B Semiconductor Marketing: The Employer Branding Playbook Behind Edwards’ Success

Sustainable Technology, Talent Convergence: Edwards' Social Media Marketing Strategy and Successful Transformation

Edwards Technologies Limited is the global leader in providing sustainable manufacturing solutions for the semiconductor industry, offering pumps and abatement equipment that help partners in semiconductor manufacturing continuously move towards "lower carbon footprints" and "higher usage efficiency".

Industry

Semiconductor

What We Did

Digital Marketing Strategies, Content Marketing, Social Media Marketing, Pay-Per-Click Advertising 

Description

Project Background

Edwards Technologies Limited is the global first brand providing sustainable manufacturing solutions for the semiconductor industry, offering pumps and abatement equipment that help partners in semiconductor manufacturing continuously move towards “lower carbon footprints” and “higher usage efficiency”.
Headquartered in the UK, Edwards has over a century of history, with a presence in 30 countries and 7,000 employees, spanning industries including semiconductors, flat panel displays, aerospace, medical, and general industrial sectors. It is a global industry leader in high-tech vacuum and emissions reduction research and development. Edwards collaborates closely with global customers, dedicated to maximizing resource efficiency and minimizing the environmental impact of technology and industry through research and development.
Facing the global goal of carbon neutrality by 2050, the primary objective of this project is how Edwards Taiwan can demonstrate its “sustainable manufacturing” leadership in the semiconductor industry through digital marketing and Facebook management, while also conveying its Employee Value Proposition (EVP).

Solution

Previously, Edwards did not have a dedicated Taiwan fan page. In Taiwan, promoting corporate culture through social media has become a standard marketing strategy. Over the course of four months, starting in July 2022, Edwards collaborated with Geber to gradually establish a fan page rooted in corporate image, culture, and employee stories — from page setup to content strategy and advertising planning. Through three major theme directions — Employee Stories, Industry Leadership, and Sustainable Manufacturing Solutions — they extended diverse post content and formats, successfully attracting potential talents interested in the semiconductor equipment industry. Within this period, they exceeded 10,000 followers with a post interaction rate of over 35%.

Achievements

Geber helped Edwards build a Facebook fan page from scratch, increasing followers by 7,000+ within 8 months and achieving over 430,000 total reach. The key to Edwards' social media success was "collaborative content ideation" - Geber's special strength. They excel at in-depth customer interactions, understanding the desired corporate brand image, and then co-creating professional yet vibrant social content that showcases Edwards' "sustainable manufacturing" leadership in the semiconductor industry. Simultaneously, they conveyed company culture and personal characteristics through employee stories, increasing employee identification with the company.

Through a "content calendar" strategy and planning, tailored to Facebook's community tone and Edwards' target audience preferences, they established themes such as employee stories, product solutions, and department insights. This successfully increased post interactions, achieving the goals of enhancing brand awareness and attracting target talent.

Customer Feedback

"I really enjoy working with Geber because their team is energetic. People like Lisa, Maggie, and Eunice often bring different ideas, and we brainstorm together to present Edwards with a lively and interesting yet professional image. Most importantly, everyone enjoys their work, making collaboration with such a team very pleasant."

Ana Li,
Senior Marketing Manager, Edwards Technologies Limited