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 approachwas needed.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.Nowadays, many of Siemens’ regional CEOs view employer branding as a top priority. They realized that digital transformations, new technologies, new business models and the shortened time span of market developments made it increasingly difficult to find experts quickly and retain them after hiring. Despite Siemens being a strong brand: The effort needed to recruit specialists and experts for open job positions has increased significantly.