English
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GermanOur work with FrieslandCampina
Creating a consistent, global EVP that supports the company transformation and embedding its essence in all touchpoints of the employee and candidate journey.
About FrieslandCampina
FrieslandCampina supplies a wide range of consumer products, including milk, yogurt, cheese, infant nutrition, and desserts. They also provide products for the professional market, such as cream and butter, as well as ingredients and semi-finished products for the food industry and pharmaceutical sector. With branches in 29 countries and exports to over 100 countries, FrieslandCampina employs 20, 928 people worldwide.
Summary
The main objective of this project was to define a global Employer Value Proposition (EVP) that would guide all further Employer Branding initiatives, both internally and externally. FrieslandCampina faced several challenges related to an ongoing business transformation at the global level and the existence of various local Employer Branding initiatives. The goal was to create a successful Global EVP that would represent the essence of the company culture, reflect global diversity, and align with the company’s future direction while being relevant and differentiated in local talent markets.
A compelling EVP communicated on key touchpoints
Universum played a key role in this project by providing a validated and strategic approach, leveraging global talent market data, and offering a clear framework to build the EVP on. Together with FrieslandCampina, Universum established a solid foundation for a strong and compelling EVP. This EVP was designed to be communicated consistently across global and local channels
It was more than just an Employer Branding exercise. The EVP was embedded in key touchpoints such as onboarding, learning, and rewards.
This made the company’s promise credible, aspirational, and true to its values.
Employer Brand Positioning
FrieslandCampina’s Employer Brand was defined and positioned through an archetypical personality, emphasizing emotional expressions of care, authenticity, and trust. This strong emotional foundation created a unique and meaningful connection with potential employees who share the company’s values. By fostering this emotional connection, the Employer Brand acted as a self-selecting tool, attracting the ‘right’ candidates and filtering out those unlikely to fit the company culture.
Change Management Input
One of the critical deliverables of this project was providing input into change management. This included identifying the EVP pillars that should be enhanced within the company and recommending actions to align the company’s internal practices with the newly developed EVP.
EVP Localization
Universum provided FrieslandCampina with talent insights reports for major markets, including talent preferences, communication channels, and competitor landscapes, as well as global employee survey results. These insights were used to create EVP activation cards tailored to each country and target group, ensuring effective external and internal EVP communication in different regions.
Recognition & Awards
As a result of the work on their EVP, FrieslandCampina won the ‘Best Employer Brand’ award in the Netherlands by LinkedIn Talent Awards in 2021. This award was a testament to the efforts of all colleagues worldwide who contributed to bringing the Employer Branding story "Unleash Your Nature" to life. The LinkedIn Talent Awards highlight companies that excel in engaging with talent, creating inclusive workplaces, and building strong Employer Brands, among other criteria.
