With 125 years of history behind them, today RWE are undergoing an incredible transformation.

We needed to develop a universal employer brand that would reflect both the strength and direction of the RWE Group, but also flex to meet the differing needs of their four distinct Operating Companies – as well as the needs of 19,000+ colleagues across 28 markets in Europe, APAC and the Americas.

We began with a 4-month reach phase, engaging with employees, competitors, and the broader market. This uncovered critical information for our EVP & Brand but also a number of HR Implications, fed back directly to the CHRO. ​

At the end of this process – we created “Our energy has impact,” encapsulating RWE’s identity as an employer, emphasizing the profound influence of human energy driven by purpose, action, and collaboration. These pillars guide all employer brand communications and initiatives, fostering purposeful action and participation.​

Our research revealed a gap between RWE’s purpose and its employees’ perception of their impact. We proactively addressed this by showcasing where employees find their energy and make an impact, whether on wind or solar farms, in offices, or at home.

We’ve also tailored the employer brand to meet market-specific needs, like in France, where RWE competes with established energy giants like Total Energies, EDF, and Ebedrola. As RWE shifts from a Development to an Operations focus, necessitating rapid hiring, adaptability is key.

Following the launch of the campaign, we’ve seen 364,333 visitors to the careers site between April-Aug ’23. That’s a +23% increase compared to 2022. Across social we’ve also seen an increase in reach and followers: