Employee Brand and Recruitment

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Employee Brand and Recruitment: Steelcase

Steelcase's recruitment marketing is focused on diversity and inclusion but the main hiring branding is listed on the company website, while the social media is used only to drive B2B sales. The company publishes its jobs on Indeed, Glassdoor, and LinkedIn.

Career page

  • The Steelcase career page lands on a carousel of images that boast the three following aspects: creativity + curiosity, design, and the company's offices.
  • The main description (and hook line) on the career page is as follows: "If you’re looking for an authentic and reliable company — one that allows you to do your best work as a part of a passionate team — we might be the perfect match. If we don’t have a fit for you right now, join our talent network."
  • The company offers two types of job opportunities — internships for students and authorized dealer job opportunities.
  • Steelcase offers a thorough description of the company and why candidates should opt to work for it. It explains what the company does, its history, and its core values. The values listed are acting with integrity, telling the truth, keeping commitments, treating people with dignity and respect, promoting positive relationships, protecting the environment, and excelling.
  • In individual job postings, the company specifies that their jobs come with a full complement of benefits, continuous training and unlimited earning potential.

Recruitment websites

Employee reviews

  • Steelcase received 507 reviews from employees on Glassdoor. The company has a 4.2/5 rating, with 90% of employees stating they would recommend the company to a friend, and 92% approving of the CEO.
  • The company received 565 reviews from employees on Indeed, with a 3.9/5 rating.
  • Steelcase does not respond to neither positive nor negative reviews.


  • Steelcase is listed on Forbes' Best Employers of America list.

Recruitment marketing

  • The company recently launched a podcast which is focused on different themes in recruiting and hiring.
  • On its LinkedIn, the company does not use any recruitment marketing initiatives and is instead focused on attracting B2B sales through case studies and articles. The same can be seen on company's Instagram, Facebook, and Twitter.
  • On its website, the recruitment marketing is focused on diversity and inclusion, with the company highlighting a number of different initiatives in order to drive its diversity.

Corporate Social Responsibility and recruitment initiatives

  • On its career page, the company states that it is an equal opportunity employer: "Steelcase provides employment opportunities to all qualified employees and applicants without regard to race, color, creed, genetic information, religion, national origin, gender, sexual orientation, gender identity and expression, age, disability, or veteran status and bases all employment decisions only on valid job requirements."
  • When it comes to the company's corporate social responsibility, it features different stories of how diversity, equality, and learning is celebrated. For its diversity program, Steelcase launched Loop which is an internal talent fluidity experiment that has been set up to accelerate the growth of personnel by matching them to new opportunities.
  • In order to challenge the perceptions of equality, the company has set up the Evidence-Based Selection, a three-year initiative implemented to help Steelcase meet its talent demands and build a diverse workforce: "Using an evidence-based selection process increases the quality of the hire, making hiring decisions more data-driven."
  • The company was listed on Newsweek's "America’s Most Responsible Companies" list for 2020.
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Employee Brand and Recruitment: BMW AG

BMW's recruitment strategy is focused on boasting the company's diversity initiative which is focused on hiring people of all nationalities, women, people of all ages, and people with disabilities. The company's recruitment marketing is fully executed on the company's Employees page, and BMW does not use its social media channels for recruitment purposes.

Career page

  • BMW AG's career page opens to a carousel of different images featuring the company's diverse employees. The opening message on the page is: "We are driven by passion. How about you?"
  • The three options available on the page including looking for current job openings, exploring the company's culture, and learning more about the opportunities within the company.
  • When it comes to its culture, the company states the following: "We believe in supporting a progressive culture that allows all our associates to feel at home, enjoy equal opportunities and grow with us."
  • BMW boasts the following aspects as its core values: responsibility, appreciation, transparency, trust, and openness. Those are displayed through different employee spotlights which include quotes and photos.
  • There are three different within BMW for employment — student, graduate, and professional roles. As part of individual job specifications, BMW states the following: "As an independent group of companies, the BMW Group has a commitment to creativity and breakthrough ideas that goes well beyond the racetrack. In order to continuously create ultimate driving machines, we drive our growth and design excellence by staffing our teams with individuals who are innovative and always looking for the next great idea. If you share our vision and view yourself as an independent, creative thinker, we invite you to join our Company."

Recruitment websites

Employee reviews


  • The company boasts a lot of its diversity and employee programs. However, there are no awards listed by the company or the media when it comes to its hiring practices, recruitment, or diversity initiatives.
  • In 2012, the BMW Group joined the Diversity Charter, a corporate initiative "dedicated to making recognition, appreciation and integration of diversity part of German corporate culture." The initiative now operates globally and is implemented across the whole BMW Group.

Recruitment marketing

  • The company's recruitment marketing is fully executed on the company's Employees page. The main focuses for marketing are diversity (124 multinationalities), attractive jobs ("Our employees earn above-average wages, in global comparison, since we reward exceptional performance accordingly. In addition, we offer social benefits, such as personalized retirement models, as well as health and accident insurance. We also help our employees balance their work and family life, and safeguard their health. The success of our initiatives is reflected in a high level of employee satisfaction"), employee development (3.4 is the average amount of days of further training per BMW Group employee), equality (youth talent programs, support for people with disabilities), mixed-age recruiting, and cultural engagement (youth exchange programs).
  • The highlighted statistics include 17.2% of women in management positions, 373 million euros invested in training, and 134,000 employees across the globe.
  • BMW does not employ any recruitment marketing initiatives on its social media, including Instagram, Facebook, and Twitter. Social media channels are used to address the consumers directly, and are not employed for recruitment purposes.

Corporate Social Responsibility and recruitment initiatives

  • BMW is the world's most sustainable premium automobile manufacturer in the Dow Jones Sustainability Index since 2005.
  • The company's recruitment initiative includes a high-performance employment package which consists of company sponsored medical, dental, and vision insurance, employee car program, 401(k) savings plan, and retirement income account.
  • BMW states the following regarding its diversity and inclusion hiring principles: "BMW NA is an EEO employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, or protected veteran status."
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Employee Brand and Recruitment: Siemens

Siemens' approach to employee brand and recruitment activities is to reveal its diversity and inclusion culture that is driving innovation at the company. Below are more explicit findings.


Overview of the Company's Career Page

  • Siemens' career page offers a lot of information such as global career opportunities at Siemens, apprenticeships and dual study programs, and entry and professional talent programs.
  • The Careers page reveals the different departments and organizations one can work in, such as engineering, manufacturing, research and development, information technology, sales and marketing, and operations.
  • The page also reveals more than 200 countries and locations around the world that one can work.
  • The job's page reveals different employment opportunities, categories, locations, and a button to apply for any job one qualifies.
  • There is a section, life at Siemens, detailing information about the company's latest news on the positive impact in the future of work.
  • The life at Siemens section also gives some of the benefits of working for Siemens while revealing the firm's share program.
  • The firm has a page dedicated to describing what Siemens does that provide details about the firm's technology, experiences, and different fields of work.
  • The company has another page dedicated to Frequently Asked Questions (FAQs) that answers many questions related to recruitment that also details the application process, Siemens' approach to diversity, and the culture at Siemens.

The Company's Presence on Recruitment Websites

Employee Reviews on Job Boards

Awards and Accolades Received

Overview of the Company Recruitment Marketing

  • The firm is uploading video testimonials of its employees on its YouTube channel to market itself as a conducive place to work and thus us using employee spotlights.
  • On its YouTube channel, the company reveals through employee testimonials on why Siemens is their favorite place to work.
  • Siemens on Twitter celebrates its employees who have won various awards during the year for being innovative.
  • The firm celebrates on twitter that it is a firm that is creating value for the society and thus markets itself as the place to be.
  • On its website, Siemens puts great emphasis on its diversity, initiatives, and awards for its culture of inclusion.
  • The firm's website promotes the company's work culture, diversity, and inclusion by also providing a diversity Factsheet that reveals the diversity of employee networks that foster inclusive and ownership work culture.
  • On Facebook, the firm brands itself as an innovative place and uses this to reveal the firm's inclusion policies.

Overview of the Company's Corporate Social Responsibility

  • The firm, in its 2019 sustainability report, said that it is focusing on good health and well-being, affordable and clean energy, industry innovation and infrastructure, sustainable cities and communities, and climate action.
  • Siemens reports that in the year 2019, it enabled its customers all over the world to decrease their CO2 emissions by 637 million metric tons.
  • In 2019, the firm contributed £240,000 to Siemens' UK “Climate Action” carbon reduction investment fund.
  • The firm has rolled out The Global Digital Innovation Platform to more than 3,000 academic partners, and it has empowered roughly 1 million students.
  • The firm has cooperated with the Wildlife Trust in the United Kingdom and has donated £25,000 for the third time in the year 2019.
  • The firm reveals that one of the recruitment initiatives is to work with the disabled and reports that in Germany, 5990 disabled colleagues are working for Siemens.
  • The firm reports that it has pride networks for the Gay, lesbian, bisexual, transgender, and intersexual employees to connect with, and this includes the Pride@Siemens that has local networks in Europe and America.
  • The firm says that it has over 80 Diversity Networks worldwide to actively support the diversity that includes groups related to ethnicity, gender, age, and communities.
  • In the year 2019, the firm redesigned its Employee Engagement Surveu and launched it and had a 62% participation rate with the average approval for Innovation, Diversity, Openness, and Leadership being 70%.

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From Part 03