Heads develops global employer branding for Comet Group
Heads Corporate Branding created an employer brand for the Comet Group with global relevance, differentiating power and an authentic connection to the brand identity.
For 75 years, Comet has been developing high-tech components and systems in the fields of X-ray and high-frequency technology. Today, suitable employees are sought at twelve locations worldwide. Not least as a result of the pandemic, the shortage of skilled workers has also become drastically more acute for Comet. In terms of recruitment, the Comet Group has to hold its own against the strongest employer brands in the highly competitive technology market.
Curiosity differentiated
Heads already supported Comet Group in 2018 with the strategic brand positioning and reorganization of the brand architecture and was now commissioned to define an authentic and differentiating "Employee Value Proposition" EVP. The strategic starting point was a comprehensive global analysis process. This revealed that "Curiosity" is the key differentiator in the employer market. Comet employees on all continents are united by their pronounced curiosity and joy of discovery. This is already part of the brand DNA and is also reflected in the existing claim: "Led by experience. Driven by curiosity".
And as economic science proves, curiosity is also important within a company, as it strengthens innovation and growth processes and thus the company's future viability. The developed EVP combines these aspects: "Your curiosity helps you and us to grow".
"Glocal" recruitment campaign
From the EVP, Heads developed a recruiting campaign that challenged talent rather than chummed it up: "We are curious. Are you?"
In keeping with the 75th anniversary, a mood film tells the story of curiosity at Comet. The message is supported by a new image tonality that shows curious people making observations. The campaign design takes into account regional differences in the perception of curiosity. If curiosity is seen primarily as a key to better performance in one cultural region, elsewhere it is seen as a path to deeper understanding or represents people with a pronounced zest for discovery.
With its different subjects, the campaign will be used at a wide variety of contact points - including the careers website, social media profiles, and trade show booths. And with questions such as "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.
Responsible at Comet Group: Catherine MacGillivray-Prantl (Global Head Talent Management & Culture). Responsible at Heads: Ralph Hermann, Simone Raubach, Sina Frank (Consulting/Strategy), Marco Simonetti, Roman von Arx (Design/Graphics). Text/Concept: Markus Rottmann (Freelancer). Film production: Prodigious Zurich (Publicis Communications Switzerland).
