Henkel relies on social media to strengthen its employer brand


Align with Gen Z values ​​and goals

Elizabeth Schaumann, Global Head of Employer Reputation at Henkel, explained that the new HR strategy is aligned with a clear change in employee needs and a way to talk to potential candidates about what the organization really represents. “We want to reach young people directly and personally – with authentic stories,” Schaumann said. “This generation is looking for an authentic employer who takes them as they are and supports them in their personal development – through an atmosphere of trust, inclusive leadership and meaningful projects.

She added that employees today are looking for meaningful careers as well as employers with similar values ​​and goals. Therefore, Henkel aims to attract like-minded talent by sharing “authentic stories” reflecting their core values ​​and culture. This includes their commitment to:

  • Become climate positive – They aim to use 100% recyclable or reusable plastic packaging by 2025
  • Be truly diverse – They employ over 125 nationalities in 79 countries
  • Empowering female leadership – About a third (37%) of senior staff are women
  • Support society and communities – They currently support over 10 million people through social projects

On their new career website, they also promise to offer employees a rewarding career focused on things like innovation, diversity and inclusion, flexibility between work and life, sustainability and learning and development opportunities. “[Employees nowadays] want to work on meaningful projects and innovations that contribute to the well-being of people and our society, ”Schaumann said. “Personal development, the purpose of the company and the possibility of having an impact on the business are also integral for them. And that’s exactly what we’re looking for at Henkel: talents who dare to go beyond their limits and think outside the box.

Read more: What do your Gen Z employees want?

What do Gen Zs want in their careers?

Their targeted campaign is a testament to fierce competition for talent and data that predicts Gen Z, or those born between 1997 and 2009, will make up at least a quarter of the global workforce by 2025. Most members of this age group are still studying, with many fresh out of college and making career plans. The older generation Z employees turned 24 this year and joined their first jobs during the pandemic, which was a particularly difficult crisis for the group.