About the campaign
SAP’s Global Employer Brand team’s mission is to position the technology company as an employer of choice and empower all employees to be ‘talent magnets’. The team is made up of 13 full-time employees and four working students/interns, spread across the globe and working remotely. In 2021, Sophie Bieber took over as global head of employer branding and restructured the team to become more strategic. The team is split into campaigns (providing advice to HR teams and senior stakeholders); content and community (developing branding for LifeAtSAP socials and brand ambassadors); and strategy (around SAP’s employer value proposition).
In 2020, the team conducted some global research on its existing EVP using surveys, focus groups and data modelling. It discovered the EVP tended to be communicated via a standalone campaign rather than flowing through all candidate touchpoints. SAP worked with Havas People to help devise a new visual identity and create templates for different channels and use cases. The strategy team used LinkedIn Talent Insights data to understand its different target groups and localised assets for these locations. The campaigns team use these localised assets as part of their campaigns as well as sourcing authentic employee-generated content for the specific location or business line funding the project.
In the first half of 2022, the campaigns team spent its budget on LinkedIn sponsored content campaigns, reaching a 63% net new audience, and influencing more than 700 hires for specific campaigns. LifeAtSAP channels account for more traffic and qualified candidates than activity on job boards and aggregators.
Our judges were impressed by how SAP “powerfully” transformed its branding strategy from reactive to proactive, with a human touch that spoke to both head and heart engaging an audience, 60% of whom were new to SAP. They produced an excellent framework for its employee value proposition, with the team localizing, targeting and executing professionally.