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Changing the game: Henkel unveils new global employer branding campaign



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Henkel has released a new employer branding campaign under the umbrella ‘For Those Who Step Up.’

According to a media release, the re-launch is comprised of website and global talent-communication material that focuses on individual employees and their personal experiences with Henkel.

The campaign’s tonality and look-and-feel builds on the German multinational’s entrepreneurial mindset. The Henkel mindset is conveyed in catchy headlines – such as ‘Step up,’ ‘Team up,’ ‘Stay curious,’ ‘Keep challenging’ and ‘Change the game’ – and showcases what potential employees can expect when they start working at Henkel.

Elizabeth Schaumann, Global Head Employer Branding at Henkel, said: “These days, prospective job applicants are searching for positions in companies where they can identify with the company’s values and goals. This is why it’s important to communicate clearly about the cultural assets and work culture that you can expect of the company.”

A dialogue with tomorrow’s leaders

The global campaign steps into a dialogue with the leaders of tomorrow and encourages them to continuously learn and grow in their careers.

It focuses on Henkel’s value as an employer – which is based on four pillars: entrepreneurship, teamwork, life-long learning, and the drive to shape the future.

‘For Those Who Step Up’ highlights what Henkel and Millennials have in common – namely, their ambition toward their work and their drive to seek constant personal development.

The campaign focuses on what Henkel and Millennials have in common, namely their ambition toward their work and their drive to seek constant personal development.

As a business, for more than 140 years, Henkel always strives to transform itself, and successfully evolves to lead changes in the market. Through the campaign, the firm is looking for candidates who share this mindset, which is consistently part of all communication materials.

The campaign focuses on Henkel’s value as an employer.

Direct communication through digital and social media

By communicating personally and directly with prospective applicants, the campaign makes use of digital and social media to attract Millennials as an important target group. “This generation is looking for more than just a job. They want to actively contribute to shaping a company’s culture through personal development and taking part in meaningful projects,” says Schaumann.

The campaign was kicked off with a video series ‘MyStory@Henkel’ which gave an authentic and unfiltered behind-the-scenes look at the company. The videos shared personal accounts of employees who explain their daily tasks and what made Henkel stand out to them.

These stories were shared on Henkel’s social media properties, such as LinkedIn, Facebook and Instagram. As part of the campaign, Henkel’s career website was also revamped to portray the diverse individuals who work at Henkel.

Through these personal stories, the campaign looks to tell potential applicants that Henkel is the right choice for those who stay curious, collaborate, contribute to meaningful projects, and want to make a difference within a global corporation.

Schaumann said: “Here, we offer more than jobs. We offer the chance to expand one’s way of thinking by encouraging innovation and collaborating with a truly global team. Therefore, we are proud to display our employees’ unique stories at Henkel.”

“For Those Who Step Up” is a global campaign that steps into a dialogue with the leaders of tomorrow and encourages them to continuously learn and grow in their careers.

The Berlin-based communication agency RCKT developed the global campaign and introduced it globally to suit employees in over 75 countries.

Images / Henkel

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