Page 20 - Schaeffler Brandplaybook

EMPLOYER BRAND
Constant change does not only affect our business, but also our employees and future potentials. New generations have diffe- rent values, priorities, and interests. Who are we in this evol- ving labor market? What makes us unique as an employer? How do future potential employees see us? Our employer brand pro- vides answers to these questions.
The employer brand is a subtype of our corporate brand. While our corporate brand strategy is directed at various target groups – from investors to customers –, our employer brand strategy is specifically and exclusively directed at our emp- loyees and potential future employees.
Internally, our employer brand strategy mobilizes Schaeffler employees to become committed brand ambassadors. Our em- ployer message is: At Schaeffler, employees can develop their potential in two different ways. First, by serving a higher purpo- se – advancing the way the world moves. Second, by advancing their own development and career. We’ve shortened this mes- sage to a catchy motto: Drive your career.
Externally, we direct our employer brand to the talents we want to attract: School students, university students, IT/Data experts, engineers, and skilled workers. For them, we have derived an employer brand story and specific proof points, each directed at the specific needs and motivations of the target group.
Brand Identity
Employer brand