CASE
KNORR-BREMSE
Employer Value Proposition as a Reflection of Culture & Innovation DNA
At first glance, Knorr-Bremse appears to be a traditional Munich-based company – but in fact, the brand stands for high innovative strength and a global success story: from 3,500 employees in 1985 to over 30,000 in 2023. To continue this story, the right talent is needed worldwide: engineers, software developers, managers (especially female leaders), and blue-collar workers.
The key question: how do we develop an employer value proposition strategy that highlights Knorr-Bremse’s unique appeal while creating a standard, identity-building element that all target groups can relate to?
OUR APPROACH
In a collaborative process, we identified key target groups and cultural insights, and delved deep into the brand’s strengths and identity through qualitative and quantitative market research. This was based on 24 stakeholder interviews across three continents, a quantitative online survey, and two workshops to evaluate the insights.
The key factor was the organisation’s broad involvement, with iterative feedback loops across various stakeholder levels. This paved the way for an EVP that is not contrived, but authentically derived from the lived culture and remains compatible across all relevant profiles.
IMPLEMENTATION
STATUS QUO ANALYSIS & STRATEGIC FRAMEWORK
The starting point was the challenge of addressing globally diverse talent segments while still creating a unifying element. The combination of qualitative and quantitative methods created a robust foundation: 24 stakeholder interviews across three continents, a quantitative online survey, and two workshops to evaluate the insights jointly.
TARGET GROUP & CULTURE INSIGHTS
Through close organisational involvement and iterative feedback loops, the core drivers of employer attractiveness emerged. The analysis revealed what connects employees worldwide: a special drive and entrepreneurial spirit—people who want to lead the way, with a passion for technology and the desire to make the mobility of the future safer and more sustainable.
EVP & ACTIVATION
The developed Employer Value Proposition reflects this essence: It gives employees a clear, valuable role within the Knorr-Bremse brand context and condenses culture and innovation DNA into an identity-defining promise. This is succinctly captured in the campaign with: WHAT DRIVES YOU – a guiding principle that addresses and connects engineers, software talent, management (including female leaders), and blue-collar workers alike.