We quality-assure the employer value proposition as Preem revs up their climate transition.
We quality-assure the employer value proposition as Preem revs up their climate transition.
About the case
Brief:
Review and update of existing EVP along with new strategic goals.
We did:
Brand & EVP
Numbers:
810
total survey responses
360
interviews
5
criteria that ensure the quality of Preem's EVP
”We have a big brand and a big responsibility. We should be proud of that."
Employee at Preem
The challenge
A lot has happened on the market since Preem launched its employer value proposition in 2014. Sweden’s largest fuel company is now also intensifying its climate goals and aims to make its business climate-neutral by 2035. With this lofty ambition, it was time for Preem to look over its employer value proposition (EVP) in order to engage and attract employees who want to be part of making this transition possible.
We’re updating Preem’s EVP
Working from new prerequisites and new data, we reviewed Preem’s EVP to see which parts could still apply, which needed to be removed, and what needed to be added. Based on our analysis, we updated their offering in a refined EVP platform with a main message and an employee manifesto. Preem’s EVP is now an important part of the company’s new brand strategy and can be used in both internal and external employer branding.
Meet change with honed strategies
In a rapidly changing world, there is an increasing need for organizations to look over their strategies. Technical developments, political decisions, new competitors, a pandemic and conflicts in the world around us are examples of things that can create new needs for employer branding – everything from internal communication that engages to recruitment campaigns that cut through the social media noise.
Is your organization’s EVP still true, distinctive, relevant, anchored and sustainable? These are the criteria that we start from at Keeparo, both when we’re developing a new EVP and when we’re reviewing an existing one. With well-tested criteria, organizations can confidently stand behind their offering as an employer.
