03/21/2011, Düsseldorf / Germany
Henkel launches a new employer branding campaign
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A strong brand and a top employer
Attention-grabbing headlines are used to illustrate with humor and self-confidence what defines a career at Henkel: facing new challenges every day, a variety of tasks and the aspiration to achieve excellence.
In launching its employer branding campaign, Henkel is positioning itself as the employer of choice for potential new staff members. “Henkel wants to attract the most talented people worldwide – and, naturally, also wants them to stay with the company,” explains Jens Plinke, who is responsible for employer branding at Henkel. The photos and videos used in the campaign deliberately feature Henkel staff, thereby reinforcing the employees’ identification with and loyalty to the company. The campaign involves ten international Henkel employees – from a female marketing manager from Italy to a production foreman in Germany. “After all, who can communicate more effectively than our own employees that Henkel is an exciting and innovative company?” asks Jens Plinke.
The campaign will be used consistently throughout all HR communication measures worldwide, for instance on Henkel’s career websites, in job advertisements and on banners and posters in conjunction with university activities and campus exhibitions. Online advertisements will include a direct link to a video of the given Henkel employee. Plinke reports, “When producing the campaign, we ensured the highest standard of professionalism in everything from image analysis using the ‘Limbic Map’ neuro-marketing tool to the campaign visuals.” Taking their places behind the camera were celebrity photographer Gabriele Oestreich-Trivellini, known as GABO, and the well-known German film director Clarissa Ruge.
Henkel: Germany’s Top Employer 2011
Numerous external awards have confirmed that Henkel offers an international, attractive working environment. For example, in March 2011, the company was recognized for the second time in succession by the CRF Institute as “Germany’s Top Employer”. And in international terms, too, Henkel counts among the most admired companies: in the latest ranking of the ‘World’s Most Admired Companies’ published by the American Fortune magazine, Henkel is rated fifth in the world in the ‘Soaps and Cosmetics’ category.
Further information on careers at Henkel is available at http://www.henkel.com/careers
Henkel AG & Co. KGaA