Empowering Talent Acquisition: Unveiling Accelleron's EVP Success Story

Summary

Creating a data-based Employee Value Proposition (EVP) was at the heart of Accelleron’s plan for strategic Employer Branding. Universum offered Accelleron a standardized method that allowed the team to build on authentic and relevant employer brand attributes while aligning with strategic HR priorities. As a company freshly spun off from ABB, building the EVP has allowed Accelleron to solidify its identity as a standalone employer brand.

Accelleron is a global leader in high power turbocharging, headquartered in Baden, Switzerland.

Opportunity to create an employer brand from scratch

Only a few months before the spin-off of ABB, Accelleron rolled out its official brand identity. This, of course, was one of the strategic foundations, alongside the business strategy, to be considered in the conceptualization of Accelleron’s employer brand and EVP. Furthermore, Accelleron recognized that a strong data-based approach was instrumental in creating an effective positioning in the labor market. Universum was therefore briefed based on thorough internal desk research and HR information, upon which the EVP project, along with its specific survey methodology, was launched. The team was eager to maintain the ambitious timeline, knowing that standalone communication channels would soon be launched.

Key Lessons and Insights

Creating an EVP based on valid and representative employer attributes required considering the company’s large geographical footprint (operating in 50 countries) and its highly diverse workforce across different professions. This consideration extended both inside and outside the company. Remo Aeschbacher, who leads the Employer Branding & Talent Acquisition team, acknowledged that this complexity added to the project. The team managed it by consistently following Universum’s fast-paced project management framework, maintaining a dedicated core team, and ensuring an undisturbed communication flow among team members. However, given the multinational and diverse nature of the company, concerns arose about whether the company’s EVP would be distinct enough.

I expected this could potentially lead to a more generic EVP, which again would have limited its use. However, the data, as well as the co-creation sessions, showed agreement on very distinct attributes of Accelleron’s Employer Brand across diverse groups of employees and locations.

Remo Aeschbacher, Head of Group Employer Branding & Talent Acqusitions

This has demonstrated that global strategic positioning can be well defined, despite operating across diverse markets. After all, the EVP can be refined in local communication.

The globally valid EVP secures a consistent narration framework at the higher level, while local proof points can be used to make it more tanglible at the granuuar level.

Remo Aeschbacher, Head of Group Employer Branding & Talent Acqusitions

Measuring Impact and Strategy: How Accelleron Leverages its EVP to Enhance Employee Perception, Strengthen Employer Brand, and Attract Top Talent

While isolating the direct contribution of the EVP to Employer Brand KPIs is challenging, it has significantly influenced Accelleron’s Employer Branding, recruitment channels, and content creation. These efforts have enhanced the company’s employer brand awareness and talent acquisition success. For instance, since the inception of Accelleron’s EVP nearly two years ago, the company has seen a doubling in the average number of applications per position worldwide. Notably, since Accelleron became an independent company in 2022, it has gained more visibility among engineering students in Switzerland, climbing 22% in the Universum ranking.

Our EVP not only guides our HR marketing content and visuals but also serves as a training tool for our recruiters, hiring managers, and HR stakeholders during candidate interviews. We provide supporting data and local proof points to make the EVP tangible and applicable in all interactions with potential candidates. Additionally, we amplify target-audience-specific EVP-based messaging through paid social media campaigns.

Remo Aeschbacher, Head of Group Employer Branding & Talent Acqusitions

About Accelleron

We help the world move further, more efficiently and more sustainably. As a global leader in high power turbocharging, our pioneering innovation and cutting-edge technology supports industries that are critical to modern life. We develop, produce and service turbochargers and digital solutions: these make engines more powerful and efficient, while also reducing emissions. We provide services, solutions and products for the Marine, Power, Oil & Gas and Rail industry.

Working at Accelleron is more than just a job. You can be proud of your work in driving decarbonization and being at the heart of innovating new technologies that will make the planet a healthier place to live in, for now and for the next generations. Learn more here: https://accelleron-industries.com/careers

Are you ready to elevate your employer brand and attract top talent like Accelleron? Contact us today to learn how we can tailor our solutions to your organization's needs.

We help the world move further, more efficiently, and more sustainably. As a global leader in high-power turbocharging, our pioneering innovation and cutting-edge technology support industries that are critical to modern life.