Agents of Transformation is a platform for systemic changes through arts and design, connecting the next generation with decision makers in politics and industry.
Schneider Electric SE is a French multinational and Fortune 500 company providing digital energy and automation solutions for efficiency and sustainability. We redefine the playing field and reshape the value proposition for Schneider Electric in the employer branding DACH landscape.
Challenge
SE faces several challenges in employer branding in the DACH region:
- Aging Workforce
SE communication and profile must become more digital, more agile and younger.
- Limited Labour Market
To significantly increase SE’s diversity, SE need to develop a convincing and credible emotional branding.
- Increasing Competition
SE needs to strengthen brand visibility and awareness.
- `The Big Resignation`
SE needs to find out what employees find meaningful and what gives sense to their work.
Approach
We competitively benchmark employer branding communication of direct and indirect competitors to position SE in the national brand environment. Based on that, we design a clear strategic movement and create alignment across the global board.
We create persona profiles, based on extensive in-house workshops and qualitative interviews, and reshape the central employer value proposition in order to attract younger and more diverse talents in the DACH region.
We map relevant candidate touchpoints to conceptualize the new digital talent hub and outline a seamless digital candidate experience that allows data-driven decision-making and the integration of dynamic campaign content.
Results
SE applied our strategy to develop a credible emotional campaign putting purpose front and center. At the same time, they redesigned the digital candidate experience and aligned product, marketing, and external communications with the new employer branding strategy.