Global Storytelling for Employer Branding: How to Highlight Your Global Footprint

Imagine being able to connect with the brightest minds around the world, simply because your employer brand speaks directly to their unique cultural experiences and aspirations. Global companies that master storytelling across regions aren’t just attracting talent—they are shaping their entire industry's approach to recruitment. In a world where candidates are increasingly seeking workplaces that embrace diversity and inclusion authentically, your ability to leverage a global narrative has never been more vital.

Building a global employer brand isn't just about adding a new section to your careers page that talks about diversity. It’s about crafting stories that resonate on a human level, across different cultures, time zones, and life experiences. Companies like Nestlé and Siemens aren’t just talking the talk—they're using localized content and tailored employee stories to create connections that transcend borders. Let's explore how your company can do the same.

Why a Global Employer Brand Matters

For global companies, an employer brand that celebrates their global identity is essential. Not only does it attract candidates worldwide, but it also communicates the company's commitment to diversity, inclusion, and innovation. By promoting a global brand, companies like Unilever and Siemens signal to prospective employees that they value different perspectives and offer growth opportunities across different regions.

A global employer brand is crucial for:

• Attracting international talent: Candidates are drawn to companies with an international presence and reputation for diverse, inclusive work environments.

• Retaining top talent: When employees feel connected to a company’s global mission, it enhances their sense of belonging.

• Building a reputation for innovation: Global companies are perceived as being more adaptable, innovative, and resilient in a rapidly changing world.

Strategies for Building a Global Employer Brand

1. Localize Your Content to Build Authentic Connections

Localized content is key to resonating with candidates in different regions. While a unified company voice is essential, it should be adaptable to the nuances of local cultures, languages, and values.

• Cultural Adaptation: Content should reflect the culture of each region to make candidates feel seen and valued. For example, Unilever shares stories about sustainability efforts in regions where environmental impact is highly valued, while Siemens highlights career growth opportunities in markets where professional advancement is a primary motivator.

• Language and Messaging: Even subtle differences in language can significantly impact the effectiveness of your employer brand. A message that resonates in the United States may not have the same effect in Asia or South America. Tailoring messaging in local languages or dialects can increase engagement and trust.

2. Develop Localized Employee Stories to Show Unique Experiences

Localized employee stories offer a window into the diverse experiences at your company. Employee stories from different regions allow candidates to see how your values translate across cultures and geographies.

• Feature Local Leaders and Teams: Highlight stories from employees in various roles, levels, and regions. For example, Siemens Energy features employee spotlights on its career site, showcasing employees from multiple regions who discuss their unique experiences, particularly focusing on their efforts in the energy sector, while working for a global leader. This builds a mosaic of stories, appealing to a global audience.

• Regionalized Social Media Takeovers: Empower employees from different regions to take over your social media channels, sharing a day in the life or work culture from their location. This creates an authentic and engaging look into your global workforce.

3. Balance Localized Messaging with a Unified Company Voice

A common challenge for global brands is maintaining a unified voice across different regions without losing the authenticity of localized messages. To address this, establish a global brand framework that outlines your values, mission, and voice but allows for regional customization.

• Consistent Messaging Framework: Companies like Coca-Cola and Heineken use a global employer brand message that can be adapted for regional use. This ensures that while the content may vary, the core values and vision remain the same.

• Create Global and Local Brand Guidelines: Outline the main brand messaging and key values to be communicated worldwide, but leave room for regional offices to adapt based on cultural context. This way, employees feel part of a unified company culture while engaging in unique experiences relevant to their location.

4. Leverage Visual Storytelling to Showcase Global Diversity

Visual content often transcends language barriers and is ideal for showcasing your global presence. Use photos, videos, and infographics that highlight the diversity of your workforce, your global office locations, and cross-cultural team activities.

• Global Photo and Video Campaigns: Use visuals that highlight employees from various regions working in diverse environments, collaborating, and connecting in team-building events. Visual storytelling has an emotional appeal that allows potential candidates to see themselves within your brand’s global framework.

• Virtual Office Tours: Offer virtual tours of various office locations, giving candidates a glimpse of what it’s like to work in different regions. Schneider Electric’s "Life is On" campaign, for example, featured employees from multiple countries in their own environments, celebrating the diversity of employee workspaces.

5. Engage Local and Regional Employer Branding Ambassadors

Appoint ambassadors in each region to be the face of your brand locally. They can be employees who are passionate about the company, share their experiences on social media, and participate in local events or job fairs.

• Ambassador Programs: Create a global ambassador program where employees from various regions participate in recruiting events, webinars, and social media campaigns. This approach not only amplifies your global employer brand but also empowers employees to connect with talent in their region.

• Employer Brand Champion Workshops: Host workshops where brand champions from different regions share their insights and best practices for promoting the brand locally. Unilever, for instance, organizes regular ambassador gatherings to help regional teams align on global messaging while adapting it locally.

Case Studies of Global Employer Branding Done Right

Unilever: Blending Global Reach with Local Resonance

Unilever’s employer branding is a masterclass in balancing global appeal with local relevance. Their approach includes localized career pages that share employee stories and insights specific to each region. In Asia, for example, they highlight opportunities for career growth and their commitment to sustainable living, while in Europe, the focus shifts toward work-life balance and social impact. This nuanced approach enables Unilever to connect deeply with talent from various backgrounds, demonstrating that they understand and value regional differences.

Siemens Energy: Showcasing Diversity Through Localized Stories

Siemens Energy has established itself as a global leader with an inclusive employer brand that highlights stories from employees across the globe, particularly emphasizing their work in transforming the energy landscape. They feature video testimonials, blog posts, and employee spotlights on their careers page, showing how the Siemens experience is unique in each region but united under a shared mission and values. Through local social media campaigns, Siemens also amplifies regional voices, fostering a sense of belonging and community worldwide.

Practical Tips for Implementing Global Storytelling in Your Employer Brand

1. Invest in Local Content Creation: Create localized content with the help of regional teams. This might mean hiring content creators or marketers from different regions who understand the local nuances.

2. Monitor and Adapt: Track the performance of localized content, adjusting strategies based on engagement metrics from each region.

3. Use Global Surveys for Insights: Conduct regular surveys to understand what employees in different regions value most about their work experiences. This information can guide localized storytelling efforts.

Conclusion

As businesses expand their global footprint, it’s essential to build an employer brand that authentically reflects your global identity. Through localized storytelling, companies can connect with candidates worldwide while maintaining a unified brand image. By celebrating the unique cultures, values, and perspectives within your organization, you’ll create an employer brand that resonates globally and inspires talent from every corner of the world. Whether it’s through engaging employee stories, strategic ambassador programs, or visually compelling content, global storytelling in employer branding is a powerful tool for attracting, engaging, and retaining top talent across the globe.

Need help crafting a global employer brand? Proactive Talent offers employer branding services that help companies tailor their brand to resonate with international audiences while maintaining a unified global message.