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Our work with Metro

METRO wanted to upskill the HR community and accelerate the Employer Value Proposition development among METRO/MAKRO countries and saw the opportunity for this through Employer Branding Academy.

About the company

METRO is a leading international wholesale company with food and non-food assortments that specializes in serving the needs of hotels, restaurants and caterers (HoReCa) as well as independent traders. Around the world, METRO has some 17 million customers who can choose whether to shop in one of the large-format stores, order online and collect their purchases at the store or have them delivered. METRO also supports the competitiveness of entrepreneurs and independent businesses with digital solutions and thereby contributes to cultural diversity in trade and the hospitality industry. Sustainability is a key pillar of METRO’s business. METRO has been listed in the Dow Jones Sustainability Index for 8 consecutive years. The company operates in more than 30 countries and employs more than 95,000 people worldwide. In financial year 2020/21, METRO generated sales of €24.8 billion.

Shaping a Successful Employer Brand Employer Branding Academy - Team Training

METRO did the Employer Branding Academy - Team Training with four modules in which the 9-step model of Employer Branding was embedded. The model helped them better understand the whole Employer Branding process from the beginning to the end.

Module 1: Value of Employer Branding - It provided more insights into the basics of Employer Branding, the core talent profile, and competitor analysis for METRO. All material combined with data from Universum enables them to deep dive into the competitor and market situation. A part of the course was weekly coffee chats through which participants had a chance to discuss all the topics from the platform.

Module 2: In this module, the focus was on building the Employer Branding strategy. Participants learned how to set the objectives and KPIs and develop an effective Employer Value Proposition. The aim was to understand the structure of the EVP and which steps had to be taken before building it. They used the weekly calls to deep dive into this topic as the most crucial one for their community.

Module 3: Through this module, participants gathered more information on establishing the right visual identity for the Employer Brand. They gained knowledge on how to develop an effective Employer Brand activation plan. Examples were provided by Universum as well as the participants during the community calls.

Module 4: Activate, align and adapt - final module. Serves as an inspiration on how to shape the brand experience, evaluate and evolve their strategy. Participants also discussed the overall Employer Branding experience from the first to the last step.

"The final projects were the best outcome of the course because we could see the progress after a 3-month EBA journey. Many different projects with diverse topics made our Certifications even more exciting. We could learn from each other, exchange experiences, and gain knowledge from the Universum experts." - Marina Ljumovic, METRO AG.

We chose Universum and its Employer Branding Academy as our partner to up/re skill our HR community across our 23 METRO/MAKRO Countries. Well-designed, quality content provided through the platform was enhanced by weekly live digital sessions and has led to the overall improvement of the skills of our HR colleagues. Sharing best practices between countries combined with the significant insights from Universum experts created an interactive community that maintains even after the EBA. I appreciate the qualitative data and knowledge provided through the course and the desirable feedback from all the participants. I am proud of the countries' inspiring final projects and look forward to seeing the implementation in 2022.
Jerome Grillet
Director Global Talent Acquisition at METRO AG

Employer Branding Academy

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