EMPLOYER BRANDING

German tech giant embarks on African employer-branding strategy

By our News Team | 2022

Localised employee value proposition (EVP) strategy must attract and retain top talent in Nigeria, Morocco, Egypt and South Africa.

Integrated marketing agency Stratitude has announced its appointment by technology company, Bosch in Africa, to develop a localised employee value proposition (EVP) strategy and employer branding for its African regions.

Paul Vermeji, Vice President of Human Resources, says: “The project is a key element in positioning Bosch in Africa as a preferred employer in the region. “Stratitude will [provide] support with the first implementation in four African countries — South Africa, Nigeria, Morocco and Egypt.”

He adds: “To do this, we must ensure that our EVP strategy is made relevant to these diverse markets, and the messaging is personalised to best reach and engage with these audiences.”

Bosch emphasises that each of these markets is unique, which makes it crucial that the messaging that stems from Bosch’s corporate office in Germany is localised and appeals to the talent residing in these markets.

Photo credit: Bosch

The company says the project is centred around how the existing ‘Work #LikeABosch’ strapline will be promoted. This must be done in a way that resonates with talent and employees in each region and invites them to engage with the organisation.

Candidates in different markets must be able to relate

“While a global brand positioning is valuable in attracting talent, candidates need to relate to a company’s EVP and recognise the business not only as an employer, but as an employer of choice,” says Sylvia Zanetti, Stratitude’s MD.

“A well-crafted employer branding strategy ticks this box as it enables a business to influence the perceptions of job seekers and employees.”

Given the proliferation of recruitment on digital platforms and multinational companies venturing into the African market, finding the ideal employer is now at the fingertips of career applicants, according to the agency.

It adds that, faced with this reality, employers need to take a proactive approach to engage not only suitable candidates, but attract and retain top talent.

“We consult with blue clip clients to develop and implement various EVPs, employee brand strategies and employee benefit programmes. It’s an added bonus that this project involves four very diverse regions, which we’re really excited about,” concludes Zanetti.

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