It’s a mistake to pigeon-hole ABB as a global engineering company. In a new corporate brand position, they have set out to build a better world as a power systems and productivity business. So what does this mean for their people? That’s the question we faced as we began to develop an employee proposition that would complement their customer one. Since then, we have applied this EVP to a range of communication materials including the recruitment of project managers as well as helped build it internally through approaches to mentoring, L&D and other HR activities.