Safran
Develop and launch the first global employer brand voice for an aerospace industry leader
#Branding #Creation #CampaignActivation #Influence
↳ Context
Over the last three years, the aerospace sector has been booming. Safran Group, a leading player, has seen a strong rebound in its activities and is maintaining robust hiring momentum.
This scenario requires a global ramp-up of production capabilities while preserving the industrial excellence that Safran is known for.
↳ Challenge
Globally unify an employee value proposition (EVP) that can enhance the Group's strength and achieve HR goals with a dedicated employer voice.
↳ Strategy
Despite the diversity of countries and job roles, defining a unique EVP to leverage the Group's global strength was a top priority.
A co-design approach and alignment with stakeholders from various countries and disciplines allowed us to:
• Define a strong employer promise: “Here, excellence is a collaborative effort,” reflecting Safran's shared DNA.
• Develop a comprehensive EVP that is adaptable across all touchpoints: management, career site, recruitment interviews...
• Launch an employer brand campaign both internally and externally in 30 countries, focusing on employees as key ambassadors.
↳ Achievements
Diagnostic
> Immersion through a series of interviews with HR and communication teams from various countries and subsidiaries to understand local needs and realities.Co-construction of the EVP
> A collaborative workshop to develop the group's aligned employer promise with involvement from all countries and sectors.Design of the new employer brand
> Creative design workshop using an innovative framework
> Proposal for an internal and external rollout planDeployment of the new employer brand
> Creation of campaign materials
> Optimization of the career section on the Safran group website (content, user journey)
> Global paid media deployment
"Rolling out the Safran employer brand is much more than a campaign: it's a declaration of our shared identity, built with and for our teams worldwide. It's a strong promise that reflects our DNA and ambition. Seeing this vision come to life in 30 countries, championed by our team members, is a tremendous source of pride and a powerful tool to attract, engage, and unite."
Julien Bachelet,
Global Manager of Employer Brand
