Internal communication


Haier Europe is part of Haier Smart Home, the world's No. 1 appliance company and one of Fortune Global 500 companies. Listed on the Shanghai, Frankfurt and Hong Kong stock exchanges, Haier Smart Home is present on all 5 continents with 25 industrial parks, 14 research and development centres and around 100,000 employees. The company achieved a turnover of approximately 32.6 billion euro in 2022 with global sales in more than 160 countries. In Europe, the company markets products under the Candy, Hoover, Haier, Rosières, GE Appliances and Fisher&Paykel brands. Haier Europe is based in Brugherio (MB), Italy.

Company needs
For Haier Europe, we were responsible for the definition of the Employer Value Proposition and the implementation of an Employer Branding campaign that would enhance it, working in close synergy with our strategic partners at The Visual Agency.

iCorporate with The Visual Agency has created for Haier Europe the first ever Employer Branding campaign for the company. A campaign that stems from the need to attract the new generations' young talents and present them with the pillars of Haier Attitude - IoT & Ecosystem Thinking, Entrepreneurship & Innovation and Zero Distance - or rather, the distinctive traits that make the Company unique on the Italian scene.

The activity was divided into two phases: defining the Employer Value Proposition and implementing an Employer Branding campaign that would enhance it.
After an in-depth analysis of the industry benchmark and best cases in Employer Branding, we interviewed a number of top managers - including the CEO - to understand what they considered to be the most significant elements to associate with this area.

The Employer Value Proposition was thus defined, which was then the basis of an emotional video, the heart of the Employer Branding campaign, aimed at Gen Z. The campaign was then declined through a number of visuals, while video interviews with young Haier employees from different European countries showed how EVP is declined in practice.

  • New EVP: Welcome Home, Entrepreneur.
  • 1 emotional video
  • 7 visuals
  • 6 video interviews
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