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Our Work with Siemens

Client Brief

The main objective was halting and reversing the trend of Siemens’ slow, but steady decline in Employer Rankings as soon as possible. In order to once again earn a top position as an employer Siemens had to express its brand more effectively and communicate in a more prominent manner about what they did.

Shaping a Successful Employer Brand

Analyzing External Talent Perceptions

Gaining insights into Siemens' employer reputation in the market was crucial. Specifically, understanding the perceptions of early career engineers towards Siemens was a priority. What attributes were associated with the company, and which were not. Universum played a key role in providing relevant talent insights and support on these aspects for Siemens.

Understanding Internal Perceptions

Following step one it became just as important to understand internal perception of Siemens by its employees. Universum carried out global focus groups. In total 700 people from six different countries (including members of the board and management) participated in these focus group discussions. This provided the Employer Branding Team at Siemens with insights on their strengths and weaknesses as an employer. Why did their employees like to go to work? What matters most to them? Where would their employees like to see change?

Identifying and Developing the EVP

With the help of Universum, Siemens was able to identify its EVP (including EVP-statement and key topics) based on the newly generated insights. The dialogue with different regions and businesses was especially important in this process. This involvement ensured and reconfirmed that the EVP was built upon relevant topics.

Localising the EVP

Siemens provided its regions with the highest possible scope to localize their EVP. Despite having the flexibility to adapt, all regions left the key components of the EVP untouched. Where adjustments were made, only smaller elements were adapted to local conditions. The consistently high approval of the final EVP was linked to the inclusive process we ran involving various groups right from the beginning.

Universum’s global experience is one of the main reasons why we partnered with them. I need to be able to compare data from as many countries as possible. Universum is the worldwide leader when it comes to this, and they provided me with sample sizes large enough to be able to do this. Universum surveys more than one million people globally – so I know that I can trust the validity of this data. Another aspect is being able to trust the data. When I have the feeling that I can influence my ranking position by posting as many as possible ads in the provider’s publications, the results become unattractive to me. That is in fact why we don’t participate in many of the other rankings! You should receive support from your data provider and Universum does that exceptionally well!
Christoph Knorn
Global Director Employer Branding, Siemens AG

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 2020, Siemens had around 293,000 employees worldwide.

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