BASF was facing challenges in recruiting and retaining top talent. Through a survey, they discovered that potential and current employees didn’t perceive BASF as a great place to work. To change the perception I had to develop an employer brand to bring BASF’s compelling total offer to life for employees and recruits.
I created an integrated program that visualized the total offer so that employees could easily understand all that was available to them. After three years, the you@BASF program doubled the number of employees who felt BASF was a great place to work and offered benefits and perks that met their needs, from 27% to 58%—without any changes made to the benefits offered. The you@BASF program was so successful in North America that BASF decided to launch the program globally.
