As a global leader in medical technology, Becton Dickinson has always placed talent and culture at the core of its development, committed to creating an exceptional workplace environment and inspiring innovation among its employees.
In 2022, Becton Dickinson was named to Forbes’ “World’s Best Employers” list for the third time, ranking first in the medical device sector and making the Forbes list of Most Diverse Employers. Previously, Becton Dickinson had been certified as a “Top Employer” in China for five consecutive years and was named among the Top 15 on the 2022 China Top Employers list, establishing itself as a benchmark for employer branding in the healthcare industry.
Amid the digital transformation wave, Becton Dickinson urgently needed to build a more efficient and flexible digital-intelligent workplace environment to enhance the experience for the new generation of employees, while also enabling remote connectivity and energy transmission among employees during challenging times. To this end, Becton Dickinson partnered with CDP Group to create an AI-empowered employee experience platform, building a comprehensive digital employee experience system centered on the dual pillars of “motivation + community,” connecting thousands of employees across hundreds of cities, creating over 40 recognition scenarios and more than 50 digital employee engagement scenarios. This integrates a digital and intelligent culture into employees’ daily lives, achieving dual enhancements in talent vitality and organizational cohesion, while driving the company’s transformation into an industry leader through these digital and intelligent practices.
I. New Challenges in Talent Management in the Healthcare Industry: Digital and Intelligent Experiences as the Key to Breaking the Deadlock
The healthcare technology industry combines both professionalism and innovation, placing extremely high demands on talent in terms of professional competence, innovative thinking, and teamwork. As a globally positioned industry leader, Becton Dickinson faces new challenges in talent management in the digital age:
Difficulty in Implementing a Digital and Intelligent Culture:Becton Dickinson’s strategic shift toward digital and intelligent transformation calls for “practicing a digital and intelligent culture within the company to influence and change employee behavior and mindset.” However, traditional offline models struggle to achieve deep penetration and universal acceptance of this culture.
Weak Connections Among Cross-Regional Employees: Becton Dickinson’s operations span over 100 cities and regions nationwide, with employees scattered across these locations. Offline recognition, incentives, and interactions struggle to reach every employee, leading to organizational cohesion being constrained by geographical boundaries and making it difficult to consistently deliver a unified employee experience throughout their career lifecycle.
Younger Employees’ Experience Needs Upgrading: New-generation employees have higher expectations for the workplace experience, seeking a convenient, engaging, and growth-oriented work environment. Traditional, one-dimensional incentive models struggle to meet their diverse needs, hindering efforts to energize the workforce.
Interaction Gaps in Remote Work: The remote work model hinders in-person interactions among employees. There is an urgent need for digital solutions to facilitate remote connections, convey the company’s warmth and team energy, and ensure an uninterrupted experience.
Additionally, as a leader in the healthcare industry, Becton Dickinson aims to strengthen its employer brand through digital means, integrating internal employee experience with external brand communication to transform its talent advantage into a core competitive edge. To address these pain points, CDP Group has developed a bespoke employee experience platform for Becton Dickinson. Centered on connectivity, the platform integrates the entire value chain—including recognition, incentives, interaction, growth, wellness, and communication—to create a one-stop, omnichannel, digital-intelligent employee experience platform. This delivers a comprehensive upgrade to Becton Dickinson’s workplace experience, characterized by “convenience, engagement, growth, and wellness,” and fosters deep connections among employees, teams, and the organization.
II. CDP’s Five Core Capabilities: Connecting Becton Dickinson’s New Omnichannel Digital and Intelligent Employee Experience
Tailored to the unique characteristics of the healthcare industry and Becton Dickinson’s talent management needs, the employee experience platform developed by CDP Group integrates employee incentives, cultural communication, health care, innovation empowerment, and community interaction. It aligns deeply with Becton Dickinson’s “Enjoy Work, Connect Everyone” employer brand philosophy. By addressing five key dimensions—cultural implementation, recognition and incentives, interactive connections, health protection, and innovation empowerment—the platform creates over 50 digital scenarios for employees, covering the entire employee lifecycle. It serves as the core vehicle for BD Medical to implement its digital and intelligent culture, connect all employees, and upgrade the holistic employee experience.
1. Anchoring “The BD Way”: Building Consensus Through Culture and Strengthening the Core of the Experience
The platform integrates BD Medical’s “The BD Way” core values into every digital scenario. Guided by the principles of “commitment to learning, shared growth, and mutual success,” it creates a series of cultural dissemination and practice modules. Every interaction, recognition, and participation by employees on the platform embodies the company’s core values, transforming abstract cultural concepts into tangible, participatory, and inheritable experiences. This drives the deep-rooted implementation of the digital and intelligent culture within the organization, while also serving as a spiritual bond that unites thousands of employees across regions. By fostering cultural consensus to connect the development of all employees, the platform solidifies the spiritual core of the employee experience and supports BD Medical’s strategic transformation toward digital and intelligent operations.
2. Tiered and Diverse Incentives: Recognizing Every Contribution to Enhance the Recognition Experience
The platform establishes a tiered, multi-scenario recognition and incentive system, granting leaders exclusive points cards and incentive authority so that managers can provide precise, real-time recognition and incentives for employee performance. It also supports peer-to-peer “likes” and the sending of thank-you cards, enabling instant recognition across roles and regions. The platform also features over 40 recognition and award scenarios covering multiple business areas such as sales, innovation, and service. From daily work acknowledgments to specialized honors, it ensures that the professional capabilities and contributions of Becton Dickinson employees across different roles and regions are promptly recognized and fully affirmed. Through comprehensive recognition and incentives, it connects the work value of every employee, fully stimulates the enthusiasm of the entire workforce, and enhances the employee’s professional recognition experience.
3. Integrating Online and Offline Channels: Connecting Internal and External Brands Through Content to Enrich Interactive Experiences
The platform features a dedicated employee community and content distribution module, serving as a vital bridge for internal interaction and external employer branding at Becton Dickinson. Employees can use the platform to submit volunteer activities, share work stories and team highlights, and participate in cross-regional topic discussions, effectively breaking down geographical and departmental barriers. Additionally, the platform supports the export of high-quality content, helping the company conduct internal and external communications through official channels. The platform’s content series, such as “United in Action” and “To Every Dedicated Becton Dickinson Family Member,” authentically document the selfless contributions of Becton Dickinson volunteers and the efficient collaboration among teams. This further strengthens emotional bonds among employees while conveying the company’s sense of corporate responsibility and human warmth. By connecting internal culture with external branding through high-quality content, the platform enriches employee engagement while continuously enhancing the employer brand’s influence and reputation.
4. Digital Health Care: Connecting with Employees’ Physical, Mental, and Spiritual Well-being to Strengthen the Health Experience
In line with the healthcare industry’s emphasis on health, the platform has created a dedicated module featuring health check-ins, achievement badges, and health services, deeply integrating health concepts into employees’ daily lives. Employees can participate in the platform’s health check-in activities; upon completion, they receive exclusive badges such as “Health Companion,” using digital incentives to encourage the development of healthy lifestyle and work habits. At the same time, the platform has created a series of digital scenarios centered on “inclusivity, safety, and holistic well-being,” providing employees with one-stop services such as psychological counseling and health information. This brings Becton Dickinson’s health care philosophy to life, connecting every employee’s professional life through comprehensive health support, safeguarding their physical and mental well-being, and solidifying their overall health experience.
5. Empowering Innovation Through Digitalization: Connecting Collective Innovation and Activating Growth Experiences
Focusing on the core innovation needs of the medical technology industry, the platform has developed digital modules for innovation submissions and award evaluations. Employees can freely submit innovative ideas and project outcomes on the platform, which are then evaluated through online voting and professional reviews. Outstanding innovations are recognized and rewarded. This digital innovation submission and evaluation mechanism breaks down geographical and departmental barriers, ensuring that every Becton Dickinson employee’s innovative thinking is stimulated and valued. By using the platform as a link to connect the innovative power of the entire workforce, it significantly enhances the company’s innovative vitality. Furthermore, it enables employees to achieve professional growth through innovative practices, activates their career development experience, and injects a continuous flow of talent into Becton Dickinson’s medical technology R&D and upgrades.
III. Digital and Intelligent Empowerment Delivers Results: An AI-Powered Platform Connecting the Future of Healthcare Talent Management
The implementation of the CDP Group Employee Experience Platform has brought a comprehensive upgrade to Becton Dickinson’s talent management. It has successfully addressed core challenges such as cross-regional talent management, the adoption of a digital and intelligent culture, and the enhancement of the employee experience for younger staff. This has achieved a threefold improvement in employee engagement, organizational cohesion, and employer brand influence. Furthermore, through its efficient digital connectivity capabilities and comprehensive experience services, Becton Dickinson has become a benchmark case study for digital and intelligent employee experience development in the healthcare industry.
At the employee level, the platform provides full coverage across hundreds of cities and thousands of employees nationwide, efficiently connecting Bidi employees scattered across various locations and ensuring that cross-regional employees enjoy a unified, high-quality, holistic experience. Through diverse features such as recognition and incentives, health care, and innovation empowerment, the platform ensures that every employee’s contribution is acknowledged, their physical and mental well-being is safeguarded, and their professional growth needs are met. This brings to life the workplace experience sought by the new generation of employees—one that is “convenient, engaging, growth-oriented, and healthy”—significantly boosting employee motivation, creativity, and a sense of belonging.
At the organizational level, the platform’s 50+ digital employee scenarios and 40+ recognition and award scenarios deeply integrate digital and intelligent culture into corporate operations, driving the implementation of Becton Dickinson’s digital and intelligent strategy. Cross-regional digital connectivity breaks down geographical and departmental barriers, significantly strengthening organizational cohesion. At the same time, the digital incentive and innovation system has energized the innovative potential of the entire workforce, transforming talent advantages into Bidi Medical’s core competitiveness and helping the company maintain its leading position in the medical technology sector.
From a brand perspective, the platform has achieved a deep integration of internal employee experience with external employer brand communication. Employees’ volunteer activities, work stories, and growth experiences are disseminated through the platform, serving as high-quality content for the employer brand and deeply embedding Bidi Medical’s employer brand philosophy of “Enjoy Work, Connect Us All” in the public consciousness. Following the platform’s implementation, Becton Dickinson has retained its “China Top Employer” certification, with the appeal of its employer brand continuing to rise. This has not only attracted more outstanding talent from the healthcare industry but has also further solidified the company’s position as a benchmark in the sector.
This in-depth collaboration between CDP Group and Becton Dickinson Medical precisely addressed the unique characteristics of talent management and digital transformation needs within the healthcare industry. The employee experience platform they created, centered on a holistic experience and powered by digital-intelligent connectivity, not only infused Becton Dickinson Medical’s talent management with new digital-intelligent momentum but also facilitated the synergistic development of employees, the organization, and the brand through diverse experiential services. It has provided a replicable and actionable practical solution for building digital-intelligent employee experiences in the healthcare industry. Moving forward, CDP Group will continue to delve into the specific characteristics of various industries, leveraging technology to empower human capital management. We will create comprehensive, digital-intelligent employee experience solutions tailored to industry needs and aligned with corporate strategies for more enterprises, ensuring that digital intelligence becomes the core driving force for activating talent potential, enhancing employee experiences, and fostering high-quality corporate development.
