The document discusses building a global brand while maintaining local character. It notes that employer branding can differentiate companies from local competition. Local tastes, laws, experiences, and promotion need to be considered. Choosing which elements of an employer value proposition to emphasize or de-emphasize locally is important. Both global and local marketing teams must work together strategically and tactically.

2. Around the world:
Building a global brand while maintaining local character
Marlene De Koning
Senior Solutions
Consultant & Team
Lead
Carole Michaud
Senior Talent Brand
Consultant

3. Competition
Taste
Laws
Experience
Promotion
cc: i k o - https://www.flickr.com/photos/37182073@N06

4. Local competition

5. “Employer branding is one fruitful avenue for
organizations to establish the value they offer
employees and to differentiate themselves from
competing firms”
​Crystal M. Harold & Kevin P. Nolan

8. cc: OnceAndFutureLaura - https://www.flickr.com/photos/13166745@N07
Local Taste

9. cc: Marc Wathieu - https://www.flickr.com/photos/88133570@N00
« If you speak to everyone,
you speak to no one »
​ Discussions – Carole & Marlene

10. %
PROFESSIONAL
DEVELOPMENT IN
THE NORDICS
%
EVOLUTION
OPPORTUNITIES IN
SWEDEN
%
WORK – LIFE
BALANCE
IN THE UK
DECISION DRIVERS IN CHANGING ROLE

11. cc: Scott* - https://www.flickr.com/photos/83049159@N00
Local Laws

12. cc: vintagedept - https://www.flickr.com/photos/42826854@N00

13. Local experience

14. "We thought that if we got the culture right, then building
our brand to be about the very best customer service would
happen naturally on its own.“
​Tony Hsieh, Zappos

16. Local promotion

17. ​Whoever

19. Which approach ?
C h o o s i n g
w h i c h o f t h e
E V P e l e m e n t s
y o u ’ r e g o i n g
t o p l a y u p a n d
p l a y d o w n a t
t h e l o c a l l e v e l
L o c a l
r e p r e s e n t a t i o n
o r e n s u r i n g
y o u r
c o m m u n i c a t i o n
i n c o r p o r a t e s
l o c a l s t o r i e s
S u p p l e m e n t y o u r
g l o b a l E V P
t h e m e s w i t h
a d d i t i o n a l
i n g r e d i e n t s

20. “The global marketing department is the strategic
group. The local team is the tactical group. Both
need to work hand in hand.”
​Martin Lindstrom – Global Branding vs Local Marketing - 23 Nov 2000