brandinwest: volvo cars - made by sweden with local relevance

Made by sweden with local relevanceLouise Ahlström, gloBAL marketing, Volvo Cars

”Marketing is simple... ... Talking to the right audience, at the right time, in the right place”

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is he trying to commit suicide?

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Different media landscapes

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Different brand awareness

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Our taskCreate one global brand with cultural relevance

Everything we do starts with people.

It’s what makes us different from other car companies, and it’s at the

heart of everything we create.

That’s why Volvo cars are

designed around you.

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We understand you

Intuitive innovations

We protect what’s important to you

Safety and

environmental

performance

We make you

feel special

Scandinavian

design

Product

focus

Customer

promise

Volvo cars’ brand strategy

Demonstrated through the communication platform

INNOVATIONS MADE BY SWEDEN

Evidenced by The 90 cars

The Concept Description and Creative Brief:

“Celebrate the ways our

innovations are relevant to

people’s true needs,

wants and desires”

The Concept Description and Creative Brief:

“Celebrate the ways our

innovations are relevant to

people’s true needs,

wants and desires”

Xc90 china

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Finland and usa

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S90 US – songs of the open road

V90 featuring zlatan in emea

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Employer brand towards 2020Elisabeth Ed Widegren, Talent Acquistion, Volvo Cars

Designed Around You• Everything we do starts with people.

• We understand people.

• We protect what’s important to them and want to make them feel special.

• We take pride in our role within society and recognise our commitment

• towards the environment.

• We innovate to make people’s lives better and less complicated.

• Our human-centric focus is what makes us different from

• all other car companies. And, it is at the heart of everything we create.

• This is why Volvo Cars are Designed Around You.

OUR WORLD

• Americas• USA

• Rockleigh: Americas headquartersCamarillo: Design centreSilicon Valley: R&D CentreCharleston: Manufacturing plant (to be opened in 2018)

Asia PacificChina Daqing: Manufacturing plantZhangjiakou: Engine manufacturing plantShanghai: Asia Pacific headquarters, engineering centre, design centreChengdu: Manufacturing plant

MalaysiaKuala Lumpur Assembly plant

EMEASwedenGothenburg: Head office, product development, design centre, marketing, administration, manufacturing plantSkövde and Olofström: Engine & component manufacturing

DenmarkCopenhagen: R&D Centre

BelgiumGhent: manufacturing plant

Issuer: Corporate Communications; Company Presentation 2016 version 2016-07-21; Security Class: External/internal usage but not for external distribution

The Employer Of ChoiceFor people who want to make a difference

How are we attractive?

Externally

• Continued great new car launches with S90 & V90

• Strong performance

• Powerful marketing campaigns, news and stories

• Targeted employer branding events in Europe and China

• Updated content on the new global Career website

• Further focus on LinkedIn, now approx. 125.000 followers

• Great exposure of latest product portfolio and results

• Marketing Campaigns

• Culture Toolbox

• DAY@Work

• Team Sailing event with Volvo Ocean Race boats

• V40, XC90, V/S90 employee experience

• GIG Innovation

• ...and more!

Building internal engagement!

“A brand is no longer what a company tells people about itself. A brand isthe sum of experiences that a person has with a company at every singletouch point. Nothing more.”

/ Sprinklr CEO Ragy Thomas

One brand – one reputation!

glassdoor.com April 11, 2016

careereye.se April 11, 2016

Referrals become more and more important

Process

Tech.

the complexity of talent Acquisition in 2016

Target Group Channel Activation

28

COMMUNICATION

CHANNELS

Careers Site Linkedin Facebook Events Advertising Campaigns Internal Channels

TARGET GROUPS

Employees

Students

Graduates

Young Professionals

ExperiencedProfessionals

Female Professionals

To keep in mind:

Development, Innovation, Prestige, Leadership and Reliability are critical attributes.

What Generation Y sees in the best employers

• Multiple generations

• 35% women in leading positions

• 25% leaders with international experience

• Diversity should always be considered when selecting candidates

• Inclusiveness at all times

People who want to make a difference

30

From an inconsistent brand

31

2016 32

Thanks!