Employer branding at the carbon specialist SGL group

Why did you turn to Globalise?
From my point of view this was very typical of a project that can be better realized with external experts than with internal resources. This is due to the high complexity of the task, which was both regional and international.

What were his main tasks?
The first objective was to create a fresh situation analysis: What objectives does the SGL Group pursue? What is our communication strategy and where do we stand with regard to employer branding and e-recruiting? On the basis of this analysis there was an overall concept, which was passed by the HR directors of each subsidiary as well as by the board of directors. After this concept was passed, various project teams were created, all headed the Globalise manager.

How significant is the subject of employer branding for the SGL group?
As an internationally oriented company, we stand for growth, a global presence and leadership in technology. Acquiring specialists from the international market is therefore very important. We were very quick to recognize employer branding as a strategic issue and established an independent employer brand. We saw the introduction of e-recruitment as the perfect time to analyze our existing employer image and to relaunch the existing employer branding campaign.

What goals are you targeting with the introduction of e-recruiting?
The focus is essentially process transparency and efficiency – and therefore cost savings for the entire recruitment process, supported by suitable technology. The e-recruitment task was therefore as follows: to unite and simplify previously fragmented processes in a continuous process for recruitment, including the integration of advertising for job vacancies in all media, as well as application management and applicant management.

What were the particular challenges of the project?
The size and complexity of the project. The external experts had to have a wide range of skills and the ability to apply themselves to a diverse scope of areas: IT processes, HR processes, IT tools, communication, marketing, branding, agency business, an overview of the international locations, etc.

What is your overall assessment of globalise achievements?
The Globalise manager made a significant contribution to keeping this project on course as well as to its successful implementation. He managed all internal and external parties well. Both his experience in cooperation with project management service providers and his energy were very useful to us.