M. Jürgensen with new employer brand
An employer brand was created for the companies of Kuhn Industrie Holding to bring them closer together in terms of their public image and to strengthen their competitiveness on the labor market. This has already been in place at Kuhn Special Steel in Radevormwald for some time and has now been rolled out to its sister company M. Jürgensen in Sörup. Continue reading
At M. Jürgensen’s open day on June 28, the time had come: many of the employees and visitors from outside the company came into contact with the company’s new employer brand for the first time: “TOGETHER. WORK. SHAPE.” is the employer promise that has been lived out at sister company Kuhn Special Steel in Radevormwald for some time. Perhaps even more striking: the neon-colored symbols of the so-called “key visuals”, i.e. the distinguishing mark of the new brand. They stand out colorfully from the company’s otherwise very restrained canon of blue, grey and white, thus deliberately creating a contrast.
“This is precisely our aim,” explains Satu Stuwe, Head of HR at M. Jürgensen, adding: “The competition for qualified specialists and junior staff is becoming increasingly intense – not least due to demographic change. It is therefore important for us to be clearly recognizable as an employer brand and to present a coherent overall picture.” This is not just about an eye-catching design or a concise slogan, but about an authentic appearance with recognition value. “We also see our new image as an invitation – and as an expression of our aspiration to actively present ourselves as an employer to potential applicants.”
It’s about presenting yourself as an attractive employer who can meet the expectations of many of today’s applicants. This is no longer just about the monetary component. “That’s a basic requirement anyway,” emphasizes Stuwe. Rather, many employees today are looking for more flexibility, prospects and many other incentives – but also for interpersonal relationships and encounters at eye level.
This is exactly what the new employer brand wants to convey – in words and images. “TOGETHER.” naturally stands for community and trusting cooperation. “WORK.” is the unifying element that unites all employees on a daily basis, but also stands for something meaningful and for a modern work culture. The opportunity to actively “SHAPE.” work in the company with the appropriate will and qualifications forms the third component.
“Of course, it is crucial for the success of an employer brand that it is also lived within the company. And that doesn’t happen overnight. It’s a process,” explains Satu Stuwe. M. Jürgensen initiated such a process long before the introduction of employer branding, because it is not just about attracting new employees – even if this is an important factor.
The other major – and perhaps even more important – objective of any employer brand is to bind existing employees more closely to the company. This requires even more soft factors than employee recruitment – employee development, for example, is an important keyword here. It is precisely these and many other aspects that were firmly incorporated into the company’s strategy even before the new employer brand was introduced.
“Getting applicants excited about the company is incredibly important these days,” Stuwe clearly states: “However, it is at least as crucial and at the same time more challenging to keep our many employees who have been with us for some time excited about the company.” A challenge that M. Jürgensen has long since risen to. The new employer brand therefore aptly reflects what is already in flux here.
If you would like to find out more about the new employer brand, please visit the new careers page: www.m-juergensen.de/karriere