Global Employer Branding for the Comet Group
For 75 years, Comet has been successfully developing innovative high-tech components and systems in the fields of X-ray and radio frequency technology. From Flamatt (CH) to San Jose (USA) to Shanghai (CHN) and beyond – the company is currently looking for suitable employees at 12 locations worldwide. Not least because of the pandemic, the shortage of skilled workers has become more acute for Comet. When it comes to recruiting, the Comet Group must stand out against the strongest employer brands in the highly competitive technology market.
Curiosity makes the difference
Having already supported the Comet Group in 2018 with strategic brand positioning and the reorganization of the brand architecture, Heads was now tasked with defining an authentic and differentiating EVP (Employee Value Proposition). The strategic starting point was an extensive global analysis process. The result: “Curiosity” is the key differentiator in the employer market. Comet employees on all continents are united by their strong curiosity and joy of discovery. This is already part of the brand DNA and reflected in the existing claim: “Led by experience. Driven by curiosity.”
In addition, Economic Sciences have shown that curiosity is important within the company because it strengthens innovation and growth processes and thus the future viability of the company. The developed Employee Value Proposition combines these aspects: “Your curiosity helps you and us to grow”.
“Glocal” recruitment campaign
Based on the EVP, Heads developed a recruitment campaign that challenges talent rather than pandering to it: “We are curious. Are you?”
To mark the 75th anniversary, a short clip tells the story of curiosity at Comet. The message is supported by a new visual tonality that shows curious people making observations. The campaign design takes into account regional differences in the perception of curiosity. While in one cultural region curiosity is seen primarily as a key to better performance, elsewhere it is seen as a path to deeper understanding or represents people with a strong sense for discovery.
With its diverse themes, the campaign is being used at a variety of touch points – on the career website, in social media profiles, at career fair booths. And with questions like “How can you make the best solution even better?”, the LinkedIn campaign planned for May will arouse the curiosity of young professionals as well as experts.
— Employer Branding / Brand Communication
