(4) SAP – Why you need to humanise your employer brandSAP quickly realised it needed to take creative control over its employer brand and build an in-house team around this newly-defined identity. Robin Dagostino (social recruiting & creative media) and Matthew Jeffery (VP, head of global sourcing and employment branding) explained how SAP took this all-important first step. The lesson? You need to have a clear, simple understanding of your own unique employee value proposition in order to share that message with potential recruits. SAP realised it’s the human element that makes it so great and successful. This became the mantra for future attraction strategies. SAP used humanisation to create lively, engaging careers videos by filming employees across a number of positions. Why? Well, exploring a day in the life of a real employee helps take abstract brand principles and create values in real action. These stories and film clips move beyond the confines of the work place, to truly encompass life both in and outside the office – something which SAP is proud to support. SAP even started an innovative real-time feedback programme for candidates, that experimented with elements of cartoons and gamification. “Life at SAP Illustrated”, the brand’s weekly cartoon show, features fictional stories about SAP employees both inside and outside the office. Next, Netflix discusses employer branding and why it’s down to recruitment teams to channel the trend.
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