SIEMENS EMPLOYER BRAND
Siemens make the technologies that make cities smarter, revolutionize design and manufacturing and build infrastructure for entire countries. And it’s their people who make all of this happen. In a world of networked, hyper-connected talent Siemens need their people to be their voice. We developed a new employer brand program for Siemens, starting an internal conversation with everybody who works there about what it’s like to be a part of Siemens in order to crystalize their culture and attract the future talent away from their competitors, Facebook and Google. Here’s the case study of how we achieved this and how the outcome impacted Siemens’ business.
We are Future Makers
We kicked off the new employee program with the launch of 360 content series, 'We Are Future Makers', documenting the lives of real people at Siemens. Using 360 film, anyone - including employees and future talent, can transport themselves into the lives of others across their network to get an understanding of the breadth of what Siemens do and and individuals perspective what it's like to work there. Each film poses a different question for further internal discussion and activation: How can we prepare the next generation of engineers? How will digitalization change the way we work together? How do you bring your passion to work? How can sharing make us smarter?
See the films below - best viewed with a Google Cardboard viewer or 360 VR headset on your mobile. Alternatively you can watch in flat 360 on your laptop or mobile. Give us a shout if you would like us to arrange a viewing.
360 Content Series
A new Siemens content platform
We developed the Siemens 360 app to house both the launch films and ongoing Siemens employer brand content. The app will become part of a long-term platform, offering a window into Siemens global network for their employees and potential talent, who will be able to connect with life at Siemens through the app’s channel.
It'll host content documenting and sharing an entire global program of events, talks and happenings. Everything from engineering challenges and hackathons to job swap programs, grad initiatives and employee awards for outstanding achievements.
To create a buzz and cut through the usual office channels of communication, every employee will also be given their own. Siemens branded cardboard viewer on the day of launch to watch the films and future EB content through the app.
Launch day
We developed a range of ways to launch across Siemens USA, Germany, Mexico, China, India, UAE and throughout their global network, taking into account the bespoke nature of each area of their business and the different challenges faced by a digital platform in each.
In bigger Siemens hubs with an immersive 360 dome theatre. In offices with wifi, employees will each received cardboards and learn more about the new program from ambassadors and instillation experiences, and for factories and countries with slower internet, we've created a roadshow approach with specially tailored areas where employees can come to find out more and make use of wifi hotspots.
Ultimately these bespoke viewing experiences will be used externally at jobs and careers fairs and also throughout universities where Siemens wants to attract future talent.
What does the brand look like?
Using an editorial approach to creating long form and short form content, the voices of thousands of Siemens employees will now be used across everything they do. From testimonials in job ads, a new image library made up of images of the people who really work there, articles and talks hosted and written by Siemens people and 360 immersive films and the assets we can create around them for launch there is already a plethora of cool brand collateral helping to bring teams together and start conversations about life at Siemens.
Here are just a few examples...