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Best Practice Case Study: Siemens’ Development of a New Employer Value Proposition

By Universum on 15/02/2018

Universum and Siemens release comprehensive case study detailing the transformation of the German multinational firm’s EVP.

STOCKHOLM – February 15th 2018, Today, Universum and Siemens released a comprehensive case study detailing the transformation of the German multinational firm’s Employer Value Proposition.  This best practice case study lifts the veil on how Universum works with its clients and chronicles the journey we took with Siemens on this project.
In 2008, Siemens launched an Employer Branding campaign, however as time passed the emphasis on Employer Branding was overshadowed by a strong focus on marketing communication.Just like in many other companies, for a long time Siemens had pictured Employer Branding as a talent acquisition topic, with a strong focus on recruitment. Due to the increasing strategical need for companies to be positioned as attractive employers to work for, Siemens realized that a more inclusive approach was needed.

Christoph Knorn, Siemens’ Global Director Employer Branding, describes the challenges: “Somebody who isn’t aware of what a company stands for will never have this company top of mind when thinking of an employer of choice. We learnt that many students and young professionals, and even more concerning a share of our own employees had no idea what Siemens really stood for as well as the opportunities offered by Siemens. This is fatal when facing the future: If fewer and fewer people know what a company stands for, the company will eventually become less and less interesting to people.”
In 2014 Rosa Riera started working as Head of Employer Branding and Social Innovation and broadened the scope of Employer Branding at Siemens. Rosa Riera explains, “To me Employer Branding is not only about recruitment, it also comprises a strong element of employee engagement and employee identification. Besides that it underpins the ‘Master Brand’. It is a symbiosis of HR- and communication topics – coupled with business needs.”

Universum’s rankings which represent the most attractive employers for students and young professions indicated that Siemens was still doing well in many markets. However, it was around this time that Siemens started showing the first signs of global decline in popularity in the rankings. The employer brand decreased slowly but steadily – a development which deeply concerned Siemens.

Riera explains, “We were convinced that we still had a great offering for the labor market – as our products make a true impact on society as a whole and help many people. The effects our solutions had were enormous, but the talent market was not aware of this. In the past we didn’t manage to convey this effectively in our story telling. We wanted to change this moving forward.”
Over the last 13 years, Roger Manfredsson, Vice President of Global Sales & MD of EMEA at Universum, has advised the biggest companies in the world on how to become a relevant and highly attractive employers. Describing working with Siemens towards the creation of their new EVP, Manfredsson said “Siemens has used an approach to Employer Branding that is world-leading and cutting-edge. They have connected all the necessary dots, to truly succeed with the quest of becoming a very attractive and relevant employer, for top-talents around the world.” He continued “You can find all the processes, actions and decisions they have made in this case study.”

Find out more information and download a free copy of this report by visiting:

About Universum:
Universum is a global leader in employer branding. Over the past 30 years, we have established ourselves in 50 markets globally and our diverse workforce is physically present in 20 countries. Our services include actionable research, strategic consulting, and data-driven communications and social media solutions for talent branding, sourcing, and analytics. We are a trusted partner to over 1,700 clients, including many Fortune 500 companies, as well as to global media partners that publish our annual rankings and trend reports. We work with over 2,000 universities, alumni groups, and professional organizations to gather insights from students and professionals in order to advise employers on how to attract and retain talent that fits their culture and purpose. On an annual basis, Universum surveys over 1,500,000 students and professionals worldwide. Find out more at
About Siemens:
Siemens AG (Berlin and Munich) is a global technology powerhouse that has stood for engineering excellence, innovation, quality, reliability and internationality for more than 165 years. The company is active in more than 200 countries, focusing on the areas of electrification, automation and digitalization. One of the world’s largest producers of energy-efficient, resource-saving technologies, Siemens is a leading supplier of efficient power generation and power transmission solutions and a pioneer in infrastructure solutions as well as automation, drive and software solutions for industry. The company is also a leading provider of medical imaging equipment – such as computed tomography and magnetic resonance imaging systems – and a leader in laboratory diagnostics as well as clinical IT. In fiscal 2016, which ended on September 30, 2016, Siemens generated revenue of €79.6 billion and net income of €5.6 billion. At the end of September 2016, the company had around 351,000 employees worldwide.