Profile: Employer Branding

Employer branding at Henkel

A strong brand and a top employer: the employer branding campaign features genuine Henkel employees from the three business sectors Laundry & Home Care, Adhesive Technologies and Cosmetics/Toiletries and from administration. Representing the international Henkel workforce, they confirm that working at Henkel is enjoyable. They also communicate the company’s message: “Henkel – Excellence is our Passion”.

The goal of the employer branding measures is to position Henkel externally as the preferred employer for potential new staff members. Internally, the campaign is designed to further strengthen employees’ emotional attachment to the company, and their pride in being Henkel people. From a brand manager in Spain to a production foreman in Germany: the campaign for Henkel features ten international employees.

They are portrayed in day-to-day situations and various phases of their working day. The overall message is relayed humorously yet self-confidently: working at Henkel offers a broad spectrum of varied tasks that make every day an exciting challenge. This conveys the sentiments that unite all Henkel staff: passion, motivation and the enjoyment of facing new challenges every day and giving one’s best as part of a global team.

The campaign will be used worldwide. The employee videos will be available to watch online, while the images will be included in job advertisements as well as on banners and posters at various events. The campaign will also be used in university marketing measures, for instance at university and career fairs and on campus grounds.

Henkel as a top employer

With around 47,000 employees worldwide and sales of 15.09 billion euros in 2010, Henkel is a global player in the consumer goods industry. To achieve this, the best teams in terms of skills and potential work together worldwide, irrespective of age, gender or nationality. In all, 80 percent of the workforce is employed outside of Germany. More than 110 nationalities are represented at Henkel, with employees from 50 different nations working in the Düsseldorf headquarters alone. Around 32 percent of all employees are women, while the share of women in managerial roles is almost 30 percent.

The product portfolios of the three business sectors Laundry & Home Care, Cosmetics/Toiletries and Adhesive Technologies offer Henkel employees a varied range of development opportunities.