Challenge

STRABAG/Züblin aimed to create a more target group-specific approach to their Employer Value Proposition (EVP) and Employer Branding Communications. While a comprehensive market research study was conducted to develop personas, the results were unstructured, leading to the need for refined personas and a related messaging.

Approach

To address this, the project focused on consolidating actionable personas by reviewing existing persona documents, identifying potential overlaps, and creating detailed “Persona ID Cards”. These personas were then validated through working sessions with international HR and recruiting teams to ensure accuracy and relevance. In parallel, the EVP was refined by analyzing strategic documents, conducting competitor benchmarking, and consolidating key insights. This process enabled the identification of necessary adaptations and the development of target group-specific and regionally adapted EVP messaging tailored to STRABAG/Züblin’s employer branding needs.

Results

As a result, the project delivered a consolidated understanding of the most relevant Employer Branding target groups and derived a matching EVP messaging that serves as the foundation for the upcoming Employer Branding campaign.