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Siemens’ Development of a new Employer Value Proposition

Client Brief

In order to once again earn top positions in the employer rankings, the main objective was halting and reversing the trend of Siemens’ slow but steady decline as soon as possible. The aim was to begin expressing and communicating in a more prominent manner about what Siemens does.

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

Shaping a Successful Employer Brand

Analyzing the External Perception

At first it was key to understand how the market perceived Siemens as an employer. For instance, what do engineering students think about Siemens? Which attributes do they associate with the company – and which ones are not being associated with Siemens? Siemens received an extensive amount of data and support on these matters from Universum, and from there we were able to begin to develop a deep understanding of the data itself and its fine nuances. 

Analyze the Internal Perception

Following step one it became just as important to create an understanding of the internal perception of Siemens. Universum carried this out by organizing global focus groups. In total 700 people from six different markets (including members of the board and management) participated in these focus groups. This provided Siemens with insights on what their own employees think of them: Why do our employees like to go to work? What matters to our employees? Where would our employees like to see changes?

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 given data and the newly generated insights. The dialogue with different regions and businesses was especially important for this process. This involvement ensured and reconfirmed that the EVP development was built upon relevant topics.

Localizing the EVP

Siemens provided its regions with the highest possible scope to localize their EVP. Despite the regions’ entitlement for local adjustments all regions left the key components of the EVP untouched. Only smaller components of the EVP were adjusted to local conditions, if adjustments were made at all. The consistently high approval of the final EVP is linked to the inclusive process characterized by involving various opinions right from the beginning. 

Employer Brand Consulting

Do you need to refresh your EVP or are you interested in Employer Brand Consulting?

Given the ever-increasing pace of change in the talent market, leading employers are now reviewing and refreshing their Employer Value Propositions on a more frequent basis. If this is something you’re considering, find out how we can help you create a more compelling and differentiated EVP.


About the company

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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