About the campaign
With 110,000 people across 140 locations, SAP aims to fill 20,000 roles annually. In 2020 it conducted research with a view to refreshing its EVP. Previous iterations had been communicated via standalone campaigns with little alignment to the candidate journey or local needs.
Adoption of the previous EVP had been in decline, leading to a new strategy for 2021/22 that would embed the brand across the candidate journey and still allow HR to promote it locally.
The first step was to create a fresh visual identity, conveying what it means to ‘build breakthroughs’ at the company. Different talent groups in different countries want varying priorities from an employer, so an in-house team created 30 templates for different social media channels and audiences. There are now 98 global assets, and 32 countries have localised assets.
There have been 237 posts across 20 SAP employer accounts, with the best performing bringing SAP to life through videos and humorous storytelling. Eighteen employee stories have been added to the employee advocacy platform with a reach of millions. LifeAtSAP accounts for 16% of traffic to jobs and 37% of applications. A campaign to launch the new brand to critical talent groups drove millions of impressions and thousands of applications. 58% of this audience were new to SAP and by the end of July, a significant number had been hired. Job boards now account for just 13% of qualified candidates, showing the impact of the EVP content on attracting talent.