henkel, employer value proposition, employer branding

'Dare to make an impact?' involves the launch of a new career website and digital employer branding campaign, primarily targetting Generation Z and digital talents. It will be rolled out globally in 79 countries, run mainly online and on social media.

Consumer goods company Henkel is taking its employer branding to new heights, with a revamped brand — 'Dare to make an impact?'

Announced on Wednesday (17 November 2021), the new employer brand aims to showcase what the company stands for and "what makes working at the Henkel unique: at a company that combines B2B and B2C businesses under one roof, where technologies meet consumer goods, you can really make an impact on people’s life and wellbeing."

It involves the launch of a new career website and digital employer branding campaign, primarily targetting Generation Z and digital talents. It will be rolled out globally in 79 countries, run mainly online and on social media.

According to the firm, the campaign reflects its transformation towards a "more collaborative culture of empowered people and an environment in which employees can grow and develop personally and professionally."

"A career at Henkel means contributing to a more sustainable future and growing in a strong, vibrant, and diverse company culture. This promise is backed up with concrete examples and proof points of real employee stories, giving an authentic behind-the-scenes look at their everyday work at Henkel."

Andrea Becher, Henkel's Global Head of Employer Reputation, Recruitment & Corporate Citizenship, comments: "Our environment has changed over the past years. Henkel has started a significant cultural transformation and the expectations and needs of talents and our employees have shifted."

"People are nowadays not only looking for employers whose values and goals they share, but for a job with a purpose. They want to work on meaningful projects and innovations that contribute to people's wellbeing and to our society. Personal development, company purpose, and the opportunity to make an impact on business are also an integral part for them. And that’s exactly what we at Henkel are looking for: talents who dare to go beyond their limits and think outside the box,“ adds Elizabeth Schaumann, Global Head Employer Reputation at Henkel.

On the campaign's digital nature, Schaumann explains: "We want to address the young people directly and personally – with authentic stories. This generation is looking for an authentic employer who takes them as they are and supports them in their personal development – through an atmosphere of trust, inclusive leadership and meaningful projects."

Following the kick-off on the global career website, the campaign is being rolled out internationally. It will be used on all external touchpoints of talent attraction: social media, job ads, career events, and more. Among other things, Henkel will launch a social media advertising campaign, targetting Generation Z and digital talents in over ten countries.


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