Generation mix, changing values, digitalisation and the competition for the best talents - anyone who wants to be perceived as an attractive employer has to overcome a number of challenges. Against this backdrop, METRO is launching a new international employer branding campaign under the claim "Shape the M" and positioning itself in the competition for the best talents as an attractive employer brand that actively attracts the attention of potential employees. The advantages of the own company and the industry are highlighted in a differentiated manner. The campaign aims to attract and retain top talent and increase engagement and satisfaction among existing employees by communicating the company's identity and culture in a modern way.
"METRO is an internationally successful wholesale company with tradition and great brand awareness. In addition, METRO is a highly attractive employer in a dynamic and emotional market - the food industry and gastronomy. We want to communicate this even more strongly to the labour market. In developing 'Shape the M', our goal was to unify the previously rather fragmented communication across countries. This way, employer branding activities can be better bundled and awareness and relevance as an employer can be increased on a global level," says Christiane Giesen, CHRO of METRO AG. "The claim 'Shape the M' is intended to illustrate the creative leeway that employees have at METRO. Whether cashiers, truck drivers or administration, each and every one of them contributes individually to the overall success of METRO", adds Alexander Czwordon, Head of Global Employer Branding at METRO AG. "This is visually linked with real stories and authentic portraits of employees, which make us tangible as a wholesaler. Already in the development stage, we closely involved the country colleagues. For the activation, we now provide the central framework and give our countries everything they need to implement the campaign locally."
The One METRO team spirit also plays a central role in the content. It is part of the new corporate values "METRO Fundamentals", which convey the attitude required for successful work in wholesale. The design focus is on the letter "M" in various representations – a symbol for the uniqueness of METRO as well as the scope for action for employees. To enable a uniform implementation for the HR departments in the different countries, a comprehensive toolbox was developed that includes the manual with guidelines for communication, design templates as well as a new visual language for the campaign rollout.
The campaign is embedded in METRO's new overarching human resources strategy, which aims to position and develop the internationally successful wholesale company as an attractive and growing employer in a dynamic and emotional market. In addition, the business development associated with the sCore growth strategy offers a wide range of professional opportunities for existing as well as new employees.