Building a long-term employer branding strategy with a relevant EVP that not only attracts talent but helps the employer brand gain the desired reputation doesn’t happen overnight. It takes a lot of effort, patience, and, most importantly, experience. Let’s take inspiration from the best.
Employer Branding for Airbus Crew
Airbus is not only an aviation giant but, according to Forbes magazine, also one of the top employers in the world. However, without a strategic approach to employer branding, they wouldn’t have reached the top ranks of this prestigious list. So, what are the key messages behind the success of their employer brand?
In the compact EVP tagline “Make it happen with us,” Airbus expresses passion, determination, ambition, and meaningful impact on human society. The company’s long history is reflected in its core values, with pillars of impact, pioneering spirit, collaboration, and responsibility.
During different hiring phases, Airbus adapts its tagline. Through creative variation, they clearly inform their audience about the roles they’re hiring for and how these relate to the overall culture. By modifying “Make it happen with us” to “Make it fly with us,” they hint that working in aviation requires efficient, reliable, and skilled individuals. Employees who “come on board” at Airbus can fully express themselves—their desire for self-realization, drive for progress, passion for innovation, and enthusiasm for being part of a diverse team of dedicated people.
The Airbus team currently consists of around 148,000 people from over 100 nationalities, placing emphasis on diversity, inclusion, and wellbeing. They run various initiatives, such as the “Sports & Wellness” program (on-campus sports activities), “My Gifted Network” (supporting cognitive diversity), “Emotional Energy at Work” (focusing on emotional intelligence), and the creation of an inclusive environment for the LGBTQ+ community. These initiatives demonstrate that Airbus doesn’t just talk about change—they actually make it happen.
Watch the video from our GALTON Culture Talks series to learn more about Airbus’s employer approach.
Interested in EVP? Check out our video from the GALTON Culture Talks series.
Apple – Different People with a Shared Goal
Being part of a team while still remaining yourself. That’s the central idea behind the EVP tagline of the world’s most valuable brand. “Join Us. Be You.” reflects the philosophy that every individual contributes to creating a work ecosystem and corporate universe, where everyone shapes the shared atmosphere and culture. In other words, instead of just joining a community, you actively play a role in building it.
This vision aligns with Apple’s work environment. Employees can flexibly switch from open offices to their own workspace whenever they like. Apple Park offers a space for interaction, with its campus and numerous recreational facilities. There’s a wellness centre, yoga retreats, and an atrium with a park resembling a nature reserve. The architects behind this space, known as The Ring, aimed to integrate natural surroundings with office spaces as much as possible.
A sense of safety and individuality is deeply integrated into Apple’s very foundations. The building is designed to withstand natural disasters, including earthquakes. Inside this self-contained Apple microcosm, it’s no surprise that the building can even generate its own energy, independent of external infrastructure.
During hiring phases, Apple uses the tagline “Feel good,” which offers flexible healthcare programs, the option to become a shareholder, and exclusive access to Apple products at discounted employee prices.
Working at Disney Is a Fairytale
When you hear the name Disney, it probably brings to mind beloved cartoons that take you back to childhood, even if just for a moment. But you can also tap into your creative self, imagination, and boundless fantasy at work—if you work at Disney.
The EVP tagline “Be part of the story” clearly communicates what the company offers its employees—the opportunity to be part of something bigger, to be a unique and valued member of the team, and to feel a sense of belonging and importance at any time or moment.
The idea of storytelling is integrated into Disney’s career page and even reflected in their search function. While this may seem like a minor detail, it shows how Disney turns its employees into storytellers. And it’s not just animators—storytellers at Disney include programmers, developers, designers, event managers, sales executives, data analysts, and even architects who design theme park attractions.
The “Be part of the story” philosophy is, of course, reflected in Disney’s physical work environment. While you won’t find roller coasters in every Disney Studios office, you will encounter bold architectural buildings, colourful offices, halls, and meeting rooms filled with motivational quotes. These inspire employees to achieve their own version of a fairytale career—based on their own abilities and vision, where any daring dream can be turned into reality and impact millions of lives worldwide.
Uniqa IT Services Career Update
An EVP tagline shouldn’t only communicate the company’s promises but also reflect the ambitions of the individuals who choose that career path. When designing the EVP for Uniqa IT Services, it was essential to understand the core motivations driving people around the world to pursue a career in IT.
For UNIQA IT Services in Austria, Romania, Bulgaria, and Slovakia, we conducted a comprehensive audit of their employer brand, including workshops, surveys, and questionnaires. Based on the collected data, we helped formulate an EVP that aligns with the globally established communication strategy while complementing it appropriately. “Start you better, make IT yours” became one of the globally applicable taglines, encapsulating the employer branding communication line and keeping it consistent across all countries involved in the project.
The EVP expresses the opportunity to take one’s experience to the next level and improve the IT sector with personal ideas and innovation. At the same time, it allows employees to positively influence the company’s culture, which not only tolerates but actively welcomes diversity in the workforce. We incorporated this idea into the adaptation of the global communication concept for local employer branding campaigns. As part of this effort, we organised a photoshoot with employees and produced image and testimonial videos for the Austrian and Bulgarian divisions.
From EVP to Action
Even the most well-crafted slogan expressing an employer’s EVP would be just empty words without real benefits behind it. Make sure that the values expressed in your EVP are reflected in the everyday reality of your company.
Whether your EVP is delivered through educational programs, equal opportunities, talent initiatives, or social packages depends on how closely aligned your expectations are with those of your employees.
Need help building your employer brand and crafting an EVP? Contact us, and we’d be happy to have a chat.