Do you know Charlotte, Fang, Robin, Dominik, and Sebastian yet? Along with seven other colleagues, they are the first faces of the new BSH employer branding concept. It is aimed at clearly positioning BSH as an attractive employer in the global competition for qualified and motivated employees. We spoke with Marion Weissenbach and Julia Bauer of Corporate Human Resources about why strategic employer branding is so important for BSH.

Julia Bauer, you already know Charlotte, Dominik, Fang, Dominik, Sebastian, and the seven other faces in the campaign, right?

Yes, we spent some time with them during the photo and video shoots. All twelve are awesome personalities, and are all right behind BSH and what it stands for, even though they are each driven by quite different goals and ideals. They reflect the broad variety of BSH’s world, and that makes them authentic messengers for the BSH brand in our eyes. It’s important today to have a credible and emotional appeal if we are to motivate new employees for BSH.

Marion Weissenbach, employer branding has become a standard expression even outside the world of HR. What’s behind this term, and why is the new employer branding concept so important for BSH?

Employer branding involves developing and positioning a brand for the employer. There are two relevant aspects to this: on the one hand, the way a company presents itself to the outside world as an attractive employer plays a major part. For us at BSH, that’s particularly relevant, since many people know our product brands, but often don’t know that there’s an international company behind it. That’s something we have to change in order to attract new employees, and that’s why our new profile as an employer is being highlighted wherever we come into contact with potential candidates – in job advertisements, for example, or at job fairs and on our career website. And on the other hand, how our employees identify with their company is at least as important. After all, people who perceive their employer as having an appeal and who fit in with its culture will be more motivated and happy to go to work in the mornings.

Julia Bauer, what’s the idea behind “Tomorrow is our home”?

This claim summarizes BSH’s aspirations: we are a forward-looking company that seeks to shape the future – the “tomorrow” – using innovative, consumer-oriented products and solutions. “Our” refers to the team, or the global network of BSH employees who want to make this goal possible. It also represents our culture and our values. And lastly, “home” symbolizes two things: firstly, our portfolio of powerful brands and innovative products, which we want to use to improve people’s homes both now and in the future; and it’s also an image for BSH as “home” for ourselves as colleagues.