Insight

The best way to find out what it’s really like to work somewhere is to have a conversation with someone who does.

Purpose

We needed to connect Siemens employees with potential talent. Our problem: Siemens’ own staff were confused about what their company did. To build a strong Employer Brand, we had to first connect a disconnected workforce, enabling them to become both the subjects and vehicle for Siemens’ new Employer Brand.

New Innovation

With 372,000 employees, it’s impossible to grasp the scope of Siemens from a workstation. We wanted to transport employees into their colleagues’ lives through technology. We turned 360 films into an employee engagement vehicle, distributing 300,000 Cardboard viewers, shooting 6 foundation films, and building a proprietary app so employees and talent can travel across the Siemens network - finally getting a sense of what it’s like to work at such a world-changing company.

How it works

To create culture change at an enterprise level, we leveraged a consumer marketing toolkit in a new way - applying it to employees and potential future talent. We developed an ecosystem of platforms, communications, and experiences to provide a window into life at Siemens in a way that’s never been done before.

Using technology to engage Siemens’ 372,000 employees, this ecosystem features a scalable VR 360 platform hosted on AWS, allowing Siemens employees to become immersed in the world of their colleagues around the network:

Bespoke CMS to allow ongoing content upload from around the world

Dual-mode: ability to stream and download content

In-phone and In-headset viewing capabilities

Components

360 branded Cardboard viewer

360 App

Content: 6 foundation 360 films and ongoing cross-channel content

Branded collateral to promote the program within Siemens and externally

An updated Jobs & Careers website with refreshed content

Global launch events in core markets

Platforms

App: iOS and Android

Content: Siemens.com, LinkedIn, Medium, Facebook, Instagram

Jobs & Careers website: Siemens.com

Status

The program began rolling out in 2017 and will continue to launch in new markets throughout 2018

Long-term outcomes

Ecosystem to give employees and candidates an unparalleled view into Siemens, inspiring and engaging the best talent.

Scalability

Planned features for the 360 App will expand its role for employees and increase usage externally. A smart notifications strategy informs users about new content.

Industry relevance

Immersive storytelling platforms are increasingly important for businesses; this platform will evolve the technology as a destination for candidates and employees.

Results

Internal:

App First Launches: 41,355

Of Asia employees who watched films, 99% were more engaged in the business & excited about their role

External:

Total reach via Social: 27M over a year

In six months after publishing started: Facebook impressions grew 82x, engagement grew 129x

Jobs & Careers Facebook: Monthly fan increase: 20x

Recruitment:

Jobs & Careers Website traffic grew 33% YoY to 1.8 mil visits, 22% more than industry benchmark

Siemens Portugal recruitment: 278% more applications after implementing EB