Episode 23 – Santa and the Employer Value Proposition – Kim Kunze – Siemens


Before we look at why planning is such an important part of your studies and also run through Task 1 (c) of the Level 4 Integrated Communications Assignment for Dec 18, we need to discuss – Employee Branding.

Employer Branding is probably one of those Marketing topic that can be forgotten about as we focus on the external and turning prospects into clients and customers, but it is integral to an organisations success.

If not implemented correctly, if at all, it can actually hinder not only the progression and growth of a company financially but also diminish opportunities to attracted the best talent in the future.

So who better to show us the path to successful Employer Branding than Kim Kunze, who had a dream to one day work for Siemens and you know what, she does, as part of the Employer Branding and Social Innovations team, but I’ll let Kim explain more of that wonderful insight into dreaming big!

– Every company uses employer brand regardless of if it being given the care and attention it clearly needs or not. It is everything and everywhere, both online and offline and some may say this is just another word for reputation, but it goes further than that and communicates the identity of the brand – its culture, values and beliefs.

– Employer Value Proposition, EVP for short – is the terminology for who we are as an employer and what the we stands for – notice how I didn’t use ‘the company’ there as listening to Kim it is obvious that a successful employer brand is more about the ‘we’ than the ‘company’, which considers the outside as well as inside perspective being – Attractive, true, credible, distinctive and sustainable, which then goes on to form the underlying messages of the communications strategy. But make sure that this EVP is resonating with your audience…. Unless you’ll end up with values attributed to one man…. Santa!

– Kim explained that VR is being used to show what it is like to work for Siemens via their Siemens 360 degrees app (links are in the show notes). Now I know I’m not a huge fan of this technology… yet, this is a great interactive way of engaging with the next generation workforce and being at the forefront of such technology puts the Siemens brand in a different place or viewed differently than it would be if it wasn’t using or at least trying new technologies.

And using VR as well in such an inventive way by simply using it to highlight that Siemens is more than just ‘washing machines’ – it’s robots, the London Underground and space – sign me up!

Top Tip – Planning it!
When taking on a CIM qualification, regardless of the level, you need to be organised. This is especially important when time is limited. Not planning can leave you in a bad place and time slips away very quickly when you consider other factors that are in play – work, family, hobbies, etc. So it is worth taking the time at the very start of your qualification to plan, plan the what and when.

Here are just a few pointers that will help you when planning your success:

– Work backwards to make sure you have enough time to complete each section of your assignment. Find out the submission dates, firstly for your first draft that your tutor can provide comment on and secondly for your actual submission (of which there is no going back from)

– Make notes as to gaps in your knowledge as you go along and allow time to research these

– Allow time to read and check your assignment. Don’t just write it and forget about it. Also, don’t rely on spell-check as it doesn’t catch everything

– Create sign-posts on specific dates as to where you should be up to with your assignment. This is help you in a few ways:

– Organisation of time

– Segment the assignment into manageable pieces

– Focus on one question at a time (although continuity is important in this situations)

– Gives you small targets to aim for rather than one deadline date

And finally, schedule in some downtime. This will give you the comfort in knowing that you do still have a life outside of an assignment.

Plan it, Pass it!

Assignment / Exam Question – L4 Integrated Communications – Dec 18 – 2(a)
In task 2 you need to start to consider the external communication elements. Firstly in 2 (a) you will need to demonstrate a knowledge of relevant branding theory and concepts.

Consider the benefits of a brand, such as recognition and awareness and ask yourself the following questions:

Awareness – does the new target marketing already know about the brand and what it stands for or is there some introductory education required?

Recognition – If the brand is already known, how is it known and what is it known for. Will this need to change and the brand be positioned differently?

At what level is the brand aimed at in terms of quality and this price point? Entry, good, better, best? Does this stack up against competitors?

But remember, whatever your discussion is about, it must be linked to targeting a new customer segment.

Happy Marketing Everyone!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Kim Kunze: https://www.linkedin.com/in/kim-kunze-3b76b5b/
Siemens: https://www.siemens.com/uk/en/home.html
Siemens 360°:


Reinventing Organisations – Frederic Laloux:https://amzn.to/2t81yxb