Building an employer brand - a tale of perception

The beginning

Chances are you’ll have at least one Philips product in your home. It could be a flat screen TV, a kettle or your light bulbs. But Philips wanted the values they are known for externally to be better reflected internally. We were charged with developing an employer value proposition (EVP) and employer brand that would accomplish this. Our first step was to look at how the company was perceived, and what motivated potential and existing employees. We spoke to almost 50 internal and external focus groups, 250 Philips employees and 180 potential candidates in the US, China, India, Netherlands, France, Germany, Poland and the UK. We also hosted a web-based survey and conducted a customer research project.