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Creating and launching Hyundai’s EVP

Image of Hyundai car and people packing music equipment in

Hyundai offers genuinely exciting, purpose-filled career opportunities – a career in their German HQ or one of their eleven European offices and two manufacturing plants should be a no-brainer. However, their employee messaging hasn’t always kept up, and that’s why we were approached to develop their Employee Value Proposition (EVP), creatively articulate it, and localise it across their European business, internally and externally. It was an exciting challenge, and our solution needed to work across diverse environments and cultures.

Our approach

Our approach was all about gathering first-hand people insights – understanding their employer brand personality and what makes HME unique. We carried out extensive interviews with regional senior leaders, employee focus groups, competitor analysis, an employee lifecycle communications audit. As part of this process. we identified the importance of recognising the difference in employee experience between the regions, and the need to allow for this in our final solution.

Following our research, we developed Hyundai Motor Europe’s new EVP – ‘What moves you, drives us’. It was a proposition that was easy to understand for employees across Europe, and captured Hyundai’s boundless ambition. This EVP was supported by pillars, a messaging framework and a clearly-defined tone of voice, which were all captured in guidelines and toolkits for roll-out across Europe.

For launch, we brought the EVP to life across the whole employee experience with printed and digital collateral. Internally we launched an employee generated content portal for employees to tell and show us what moves them, involving them straight away with the proposition. This celebrated the diversity of people across different cultures and connected them through common themes. Externally we curated the employee images to support Hyundai’s pillars to produce web content and a Social Media campaign. Their LinkedIn had previously mainly been used for product messaging so this was a big step forward.

Results

Hyundai Motors Europe now has a clear proposition and a way of communicating that accurately reflects the people and ambition of their organisation. Since its rollout, engagement scores are up…

An 8.2% increase in ‘HME as an employer’ scores

20% of employees submitted user-generated stories

300+ visitors to the user-generated portal

We’ve also seen an increase in Hyundai’s Glassdoor ranking from 3.7 to 3.9

Very extensive research, such a thorough process, thank you for your insights.

Jang Whan Lee, Head of People,
Hyundai Motor Europe

Well in line with our heritage and direction – nice authentic tonality

Hyundai Brand Team

‘What moves you, drives us’ is great because it resonates with employees and potential candidates alike. It’s really helped me to explain what we’re all about to people considering a career here.

Kate Saunders, Talent Acquisition Partner,
Hyundai Motor Europe

WINNER 2021

Best Employer Brand Management from the Engineering and Manufacturing Sector

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