brandinwest: volvo cars - made by sweden with local relevance
TRANSCRIPT
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!