Overlook washing machines, Siemens is a tech titan quietly shaping the world’s future. From sensible cities to sustainable factories, their improvements contact thousands and thousands. However attracting high tech expertise in a crowded subject? That’s a distinct problem.
Enter Stefanie Drerup, the mastermind behind Siemens’ employer branding revolution. On this interview, she reveals how she constructed a worldwide dream workforce to draw the very best and brightest.
The Expertise Battlefield: Why Employer Branding Issues
Siemens competes with tech giants like Google and Amazon. To face out, they wanted a transparent message. “We wish to create know-how with goal,” Drerup explains, “know-how that makes an actual distinction.”
Their imaginative and prescient? Good infrastructure for resilient provide chains, energy-efficient cities, and cutting-edge industrial digitization (suppose revamping Porsche’s manufacturing traces!).
However a robust imaginative and prescient alone doesn’t win the expertise conflict. They wanted a robust employer model (EB) to resonate with the tech wizards they craved.
Constructing the Dream Crew: Collaboration is Key
Drerup didn’t construct this empire alone. From day one, she championed a cross-functional method. HR, international communications, and recruiters from all ranges and areas grew to become her allies.
Right here’s the twist: Siemens didn’t simply depend on HR specialists. They tapped into their inner tech expertise. “We wished actual engineers, not simply recruiters,” Drerup emphasizes. Their insights ensured the message resonated with the tech crowd, not simply HR professionals.
Crafting the Good Pitch: The Siemens EVP
Drerup’s workforce landed on a easy but highly effective EVP (Worker Worth Proposition): “Create a greater tomorrow with us.” This encapsulates the Siemens spirit.
However they didn’t cease there. To flesh out their EB technique, they recognized 4 key pillars:
- Buyer Affect: Work on world-changing tasks that contact thousands and thousands.
- Know-how with Goal: Drive innovation and sustainability, making a constructive influence.
- Empowered Folks: Thrive in a tradition of studying and progress.
- Development Mindset: Discover numerous profession paths throughout numerous enterprise models.
These pillars, whereas overlapping deliberately, present a transparent focus for all EB content material. Every bit aligns with the general EVP, making certain a cohesive message throughout the globe.
Going World: Tailoring the Message
Activating an EVP in a worldwide firm is difficult. Totally different areas have completely different priorities. German expertise seeks stability and profession development, whereas Chinese language candidates worth innovation and social accountability.
That is the place the cluster construction shines. Drerup’s workforce can adapt content material for every area with out reinventing the wheel. They merely emphasize essentially the most related pillar inside the general Siemens EB narrative.
Constructing a World Expertise Magnet: The Outcomes
Siemens’ employer branding journey is a masterclass in attracting high tech expertise. Drerup’s international workforce, constructed on collaboration and a strong EVP, has reworked Siemens into a worldwide magnet for the very best and brightest minds.
To comply with Stefanie Drerup’s work in employer branding, join along with her on LinkedIn. For assist figuring out the values and tradition you wish to create in your organization, let’s chat.
