Schneider Electric is a global specialist in energy management and automation. While it’s a business that does interesting and important work, its target audience can be hard to find – let alone attract. So, with firm ambitions to become an employer of choice around the world, Havas People needed to create a truly compelling reason for candidates to join – a new EVP. We set to work on producing something that would provide an authentic voice for all 160,000 of Schneider’s employees. But with roles spanning from the factory floor to head office in over 100 different countries, it was going to be no easy task. This was a project in need of full-scale Global Discovery.
The Global Discovery Phase gave us the opportunity to analyse Schneider Electric’s corporate values, goals, recruitment materials and website – and compare them to what the competition have to offer. Then, scheduling interviews with key stakeholders from across the business, we were able to explore brand statements that would lay the foundations of the EVP.
Landing on ‘Great people make Schneider Electric a great company’, the next stage was to roll the message out internationally, in an employer brand with the power to bring the whole business together. Our solution, ‘You’re On’, focused on 23 talent stars that would bring our new brand story to life – through their individual employee experiences. We filmed each of them doing what they did best – on mountains, on the football pitch, in the office – wherever they are in the world. And by doing so, we created a bank of unique content to be applied to Social Media, print, event collateral… or wherever else it’s needed.
We’ve reached a wider audience than ever before for Schneider, becoming a LinkedIn Top Talent Attractor (ranking above the likes of Nike and Accenture.) That’s as well as featuring in Best Employer rankings for Russia, Australia, India and France. Our campaign saw Direct Channel hiring increase by on average 9 pc points. Careers site visitors have more than doubled since launch, helped by a 72.35% CTR on our most successful campaign and a 40.19% CTR generated from 1,132 student emails. Not to mention 930k LinkedIn followers, 47k Facebook followers and 19,350 Youtube views. Making Schneider Electric an attention-grabbing brand of global proportions.
If you'd like to find out more please get in touch with Nicky Scanlan.