Do you know the importance of your brand for the recruitment of new employees? And just as importantly, what role does the brand currently play for employees who are already on board? Are you making the most of the potential in terms of applicant and employee management? We work with you to develop the identity and positioning of the employer brand and derive the right topics and messages for personnel marketing and internal communication.
Randstad has formulated a globally uniform Employer Value Proposition (EVP) as an internal employer – but the positioning as an employer deliberately leaves room for regional adaptation. Accordingly, the EVP first needed to be adapted for the German market. In the next step, this positioning also had to be made tangible, both internally and externally.
We analyzed the initial situation as well as the opportunities and risks of the new EVP. The central challenges, strengths and weaknesses of Randstad as an employer for internal employees were developed in workshops. The focus was not only on recruiting and attracting new employees, but also on retaining existing talent. On this basis, we developed the German version of the EVP and created operational tools for its implementation.
Coordinated with the global EVP and yet sufficiently relevant to the regional market: Randstad has a strong EVP in Germany – and uses a number of successful measures to attract and retain talent to the brand.
Spirit for Brands Markenberatung GmbH
Schanzenstraße 38, building 81a
51063 Köln, Germany
+49 221 474 438 - 0
© Spirit for Brands 2020