WORK

Employer branding for manufacturer Royal Van Beest

Client

Royal Van Beest

Industry

N/A.

Location

Sliedrecht

Project

Royal Van Beest Group, a world leader in the production of high-quality lifting equipment, is distinguished by its international presence and rich history since 1922. The Green Pin®, Irizar Forge, Heuer Hebetechnik and Sling Supply brands represent craftsmanship in the production of essential lifting components, from sites around the world.

Keywords

BrainSellsBrand valuesCommunicationCopywritingDesign ElementsEmployer brandingEmployer Value PropositionGraphic designIdentity ScanImage StrategyOnline discoverabilityOnline marketingOnline toolingPhotographyStaff RecruitmentWeb designWebsitesWhole Brain Thinking

Challenge

As a leading company operating in several international markets, Royal Van Beest Group was faced with the task of creating a unified and attractive employer brand. A brand that reflects the unique corporate culture and attracts global talent. The key was in developing an Employer Brand that emphasizes both the diversity and unity of the organization.

Solution

WADM used its BrainSells Employer approach to gain insight into Van Beest’s organizational culture and staff core values through Whole Brain mapping. Royal Van Beest Group’s core values and unique corporate culture were carefully tested during international sessions with employees from all the site countries. The insights from this formed the basis for developing a core EVP – Employer Value Proposition, which reflects employees’ appreciation of their work environment. This was further reinforced with the theme “Your way is up,” which was at the heart of the international image strategy and communication campaigns.

Impact

The “Your way is up” campaign manifested itself as an effective brand promise and became a guiding visual identity and communication strategy. With a comprehensive Candidate Journey Map developed by WADM, recruiters in all countries were able to effectively communicate with potential new employees. This ensured a coherent brand story and a consistent approach in both internal communications and recruitment campaigns. Using a variety of communication tools, including advertisements, newsletters, blogs and social media posts, the Royal Van Beest Group manages to strengthen its position as a sought-after employer internationally.