Long-term strategy makes Securitas, the security sector leader, more visible as an employer.
Long-term strategy makes Securitas, the security sector leader, more visible as an employer.
About the case
Brief:
Need for effective and long-term communication to recruit and retain the right profiles.
We did:
Brand & EVP
Concept & content
Numbers:
10k
employees in Sweden
48
countries
100k
customers worldwide
”When we put on the uniform, we stand a little taller. It’s not just any uniform. Securitas has come to be synonymous with security in our daily lives.”
Employee at Securitas
The challenge
With 10,000 employees in Sweden, Securitas is one of the country’s largest employers. For some, the job has meant a career. Others see Securitas as a launchpad into the labour market. Many are part-time, shift or seasonal workers, and the company is always looking for new employees. The challenge for Securitas is how to differentiate itself from others in the sector and recruit and retain the right profiles. The employer value proposition (EVP) we developed strengthens pride among the employees, is firmly anchored in the management team and is used by recruiters.
EVP for real security
Together with Securitas, we developed an EVP that is true, distinctive, relevant, anchored and sustainable. We ensured that the EVP complemented a recently developed brand platform. The analyses we performed based on reading, dialogues, interviews and questionnaires gave us a clear picture of Securitas’s employer offering: ‘When we put on the uniform, we stand a little taller. It’s not just any uniform. Securitas has come to be synonymous with security in our daily lives.’ The result was the EVP platform We are security. We are Securitas.. The platform consists of a main message and a story.
A real concept
An employer branding concept is a fundamental idea and a toolbox for making the step to effective communication even shorter. With the EVP platform as the foundation and with input from employees, we developed the concept The reality , which provides genuine insight into life at Securitas.
Keeparo is a complete supplier in employer branding that helps you all the way, from developing EVP and creative concepts to distribution.
