AMERICAN AXLE & MANUFACTURING

American Axle & Manufacturing needed to understand how attractive it is to candidates and current employees.

The Employer Brand Index helped the company gain insights to its own positioning, compared to their talent competitors.


Background

American Axle & Manufacturing (AAM) is a leading global tier 1 automotive supplier that designs, engineers and manufactures systems and technologies that are making the next generation of vehicles smarter, lighter, safer and more efficient.

Headquartered in Detroit, AAM has over 25,000 associates operating at nearly 90 facilities in 17 countries to support our customers on global and regional platforms with a focus on quality, operational excellence and technology leadership.


Brief

  • AAM competes for the same talent as the big automakers, suppliers, manufacturing, and tech companies.
  • How attractive is AAM in comparison to a number of talent competitors?
  • What makes AAM stand out in a candidate-driven marketplace?
  • What can the company do to improve talent attraction over time?

What we did

  • Scoping exercise to understand what the needs were, what AAM wanted to achieve with employer branding.
  • Measured AAM’s employer brand with a deep evaluation of what candidates, employees, and alumni are saying about the company online.
  • Carried out a benchmarking exercise with a number of AAM’s talent competitors on a global level.
  • Analyzed data, scored, produced reports with AAM and talent competitors, presented to senior management.
  • Cut data and tailored visualizations to fit the company’s reporting requirements.
DIEGO GOMEZ
Chief Talent Officer

AAM’s Perspective

We compete for the same talent as the big automakers, suppliers, manufacturing, and tech companies. Partnering with Link Humans, we were able to understand what the perception of our employer brand is, and also benchmarking this with a number of similar companies. Some insights we expected, others came as a surprise (both good and bad).

The Employer Brand Index has enabled us to focus our talent attraction efforts, dialing up what we’re truly great at as an employer and further investigate areas for improvement. It has also provided us with evidence of AAM’s employer reputation, which has been invaluable when bringing different businesses, functions, and geographies to the table to our improve talent brand. I would recommend this research and measurement approach to any company in a tight talent marketplace.

Results

The outcomes included:

  • AAM now knows what the perception of its employer brand is, benchmarked with a number of similar companies.
  • The Employer Brand Index has enabled AAM to have the right internal discussions, focus its talent attraction efforts, dialling up what is truly great at as an employer and further investigating areas for improvement.
  • It has also provided evidence of AAM’s employer reputation, which has been invaluable when bringing different businesses, functions, and geographies to the table to improve the talent brand.
  • The company has a clear roadmap to improving employer brand and talent attraction over time.

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