UNILEVER

Unilever launched a new Employer Value Proposition and needed help to measuring its success.

The Employer Brand Index allowed them to do just that & keep them ahead of the competition.


Background

Unilever is an FMCG giant, whose purpose it is to make sustainable living commonplace. Many of their brands are household items such as Axe/Lynx, Ben & Jerry’s & Dollar Shave Club. On any day, 2.5 billion people use Unilever products to look good, feel good and get more out of life.

Unilever launched a new Employer Value Proposition to resonate with this, focusing on creating a better business, a better world and a better you.


Brief

  • To measure the return on investment on employer branding as a whole.
  • To understand how Unilever differentiates when it comes to talent.
  • To assess the effectiveness of the new EVP and measures its success.

What we did

  • Tracked Unilever’s Employer Brand Index score over four quarters to set up a consistent measurement of employer branding.
  • Benchmarked against two talent and market competitors to provide Unilever with actionable insights as to how they differentiate against the 16 Employer Brand Attributes.
  • Extending our approach to fit Unilever’s four EVP Pillars and scored them individually to understand if the company truly owns these pillars against key competitors.
MAGS HIZON
Human Resources Director

Unilever’s Perspective

Link Humans’ Employer Brand Index provided us with great insights about how our brand is perceived externally and across multiple geographies. It is comprehensive, covering various brand attributes that are important to us as a company.

It also offered multiple data points that allow us to generate deeper insights into how we should prioritise action plans. Really good to have engaged with them on this and discover new ways of looking at our external brand perception.

 

LISTEN TO EPISODE:
THE EMPLOYER BRAND PODCAST

Results

The outcomes included:

  • Top 20 ranking among all companies that have been measured using the Employer Brand Index.
  • Embedding a method of measurement for employer branding with actionable indicators as to what areas work and what areas don’t.
  • Understanding what areas of the 16 Employer Brand Index they differentiate on when compared to competitors.
  • Getting external validation on their new EVP and understanding which pillars work and which ones need more embedding.

OTHER EMPLOYER
BRANDING RESULTS

Our clients all have unique challenges in their employer brand. These case studies provide evidence as to why improving your employer brand leads to tangible results.

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