Episode 28 – Take Pride in Your Work (Global Employer Branding) – Andrea Scheerbaum – Siemens


Today we’re going to chat with someone that knows a thing or two about Global Employer Branding, which may sound familiar as back in episode 23 we chatted to Kim Kunze from Siemens about Employer Branding. Siemens we kind enough to let me not only talk to Kim, but also her colleague Andrea Scheerbaum (apologies about the pronunciation)!

Before we do that I’ve got just enough time to tell you what else is on this episode as we talk study buddies and recap on the December 2018 CIM Level 4 Integrated Communications Assignment.

But first back to Andrea, who believes her English isn’t up to scratch, well Andrea, I can tell you now if this is poor English, I’m certainly no Englishman! Onto the serious side now and Andrea has had many jobs at Siemens including Global Employer Branding, but her passion firmly lies with [email protected], but I won’t steal her thunder as we get to that later on in our chat after we’ve discussed global employer branding, encouraging graduates to participate in activities and how it is important to have a mixture of experience and the right qualifications.


– Be curious as it opens doors. Quite simply, if you don’t ask, you don’t end up getting. Andrea started by trying to understand the products and services Siemens produced and then developed skills along the way by being inquisitive and passionate. Passion goes a long way as long as its pointed in the right direction, so don’t be afraid to say ‘I’ll do that’ or ‘I’ll help with that’ to learn something new or expand your current knowledge.

– Global Employer Branding is all about people, not product. And through this, values are created and if you can develop the right values, you create a culture where people can thrive, not just survive. But each country is different and needs to be tackled in a project by project basis, but the overall premise is the same – tell stories, huh, funny that, telling stories and engaging does work!

– Siemens knows that if you can get the buy-in from students and graduates they are more likely to succeed and this is achieved through mentoring on the job, high level trainee programs, speed dating events with employees and ‘Siemens Stay’, a forum to discuss the recruitment process.

– When looking for employment take your time to read the job specification and if you feel you can achieve at least 70% of it then it could be a fit for you. The other 30% can be picked up along the way through, yep, asking questions, being curious and a continuous desire to learn.

Top Tip – Study Buddy!

Ever been to the gym and worked out alone? How much harder it is to do that last rep, or run those extra 2 minutes compared to when you have someone to keep you accountable to yourself? A personal trainer or even a friend? Well it’s the same for studying. If you had someone that were to hold you accountable for hitting milestones in your assignments, completing questions for a certain date or even just someone to bounce ideas off, it starts to become a whole lot easier to motivate yourself to do it and do it well.

It’s a crappy phrase, I know, but if you can find a study buddy the questions start to become answerable and the tasks don’t feel as daunting, plus you get to ask those questions you didn’t want to ask your tutor as you incorrectly think it’s a stupid question – there are no stupid questions, we can only provide stupid answers so let us worry about that.

And where can you find a study buddy, no scrap that, study partner? My first port of call would always be the accredited study centre you signed up with as they should be able to match you up with someone doing the same qualification. If you study centre is crap and doesn’t offer this service, ask your tutor or better still, ask online, in forums and on social, I can almost guarantee there will be someone thinking exactly the same thoughts that you are and would love to study up.

CIM Level 4 December 18 Integrated Communications Recap

Once you have provided an organizational summary, using the guidelines provided (if you are unsure about this task – checkout episode 2, where we look at how two write an organizational summary in a little bit more detail), you need to justify a new target segment. Things to consider here would be elements such as if there has been a change in behavior, a cultural shift perhaps, heightened expectations maybe or new competition or perhaps legislation that has changed the way you operate. It can be a multitude of factors, but the justifications must be specific to your organisation.

The final part of task 1 is specific to internal communications. Consider how information currently flows around your organisation. Is there an intranet? A company forum? Also look at how the organisation is structured and set up to disseminate internal information – all under one roof, nationwide, worldwide?

But how effective is this communication style? Has it been used to good effect before? What do other successful companies do in these situations? Hmmmm

Task 2 gives us a mixture of branding, communications and working with agencies. Question (a) requires you to explain the benefits of a brand, such as recognition, recollection, awareness, quality, cultural fit, price points and so on, but it must be linked to the targeting of a new customer segment.

This is similar to what question (b) is asking for, only you will have to be more descriptive about building credibility, by way of the messages given and the channels used to communicate these messages – make sure they are inline with your brand.

Working with agencies will always have advantages and disadvantages, which must be discussed in 2 (c). Giving context to the type of agency you are talking about will help define your answer (it could be more than one but make sure your messages are not lost and to light to gain marks).

The final task is you chance to bring it on home with an Integrated Communications Plan (its worth a whopping 30 marks)!

Take a look at the guidance notes for this question, there is a lot of information that will help you structure your answer – and the structure will be very important. Guidance notes are there to help and should never be overlooked, especially in this instance where the CIM are offering quite a lot of guidance – take it!

Now you can’t manage what you can’t measure so for the final question you will need to evaluate appropriate measuring tools to monitor the campaign you have produced for task 3 (a) – these methods must be able to provide credible analysis that highlight if the plan you have created is falling behind or on target to reach your objectives.

Happy Marketing Everyone!

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

Andrea Scheerbaum: https://www.linkedin.com/in/andrea-scheerbaum-226151a7/
Siemens: https://www.siemens.com/global/en/home.html
Siemens Diversity: https://www.siemens.com/global/en/home/company/sustainability/diversity.html
[email protected]: https://twitter.com/pridesiemens?lang=en

The Magic of Cleaning – Magic Cleaning 1: Wie richtiges Aufräumen Ihr Leben verändert: https://amzn.to/2Abdm7M