Interesting article in Marketing Week which profiles new Global Employer Brand Head at Siemens. Her thoughts chime with some of our experience of building global employer brands including:
- In an era of increasing activism, global consumer brands don't have the lustre they used to. Need to dig deeper to establish EVP.
- International travel has diminished in appeal - mainly because travel has become much cheaper for people - they can do it in their own time
- Need for regional nuancing - and mapping of competitor set and candidate expectations/perceptions for each territory.
How Siemens is evolving its employer brand to attract new talent Siemens wants to shake off perceptions that it is “traditional, large and not fast-moving” and show its “sexy” side as it looks to increase its appeal to future employees amid growing competition from the likes of Google and Tencent. As businesses fight to attract and retain talent in both existing and emerging markets, Siemens is focusing on its employer brand in an effort to change the way people view the company and compete against the likes of Google.