Volvo Cars hyllade koncept Made by Sweden ska sälja in både Volvo-bilar och Volvo-jobb på en global arena. Hur bilvarumärket och arbetsgivarvarumärket samspelar berättar Elisabeth Ed Widegren, Director Global Talent Acquisition och Louise Ahlström, Manager Communication Planning. Louise Ahlström, Global Marketing, Volvo Cars presenting at Brand In West - an event focusing on brand development arranged by Solberg Kommunikation AB. Find out more at: https://www.solberg.se/brandinwest

1. Made by sweden with local relevance
Louise Ahlström,gloBAL marketing, Volvo Cars

2. ”Marketing is simple...
... Talking to the right audience,
at the right time, in the right place”
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is he trying to commit suicide?

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Different media landscapes

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Different brand awareness

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Our task
Create one global brand
with cultural relevance

8. Everything we do starts with people.
It’s what makes us different from other car companies,and it’sat the
heart of everything we create.
That’s why Volvo carsare
designedaround you.

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We understand you
Intuitive innovations
We protect what’s
important to you
Safety and
environmental
performance
We make you
feel special
Scandinavian
design
Product
focus
Customer
promise
Volvo cars’ brand strategy

10. Demonstrated through the communication platform
INNOVATIONS MADE BY SWEDEN

11. Evidenced by The 90 cars

12. The Concept Description and Creative Brief:
“Celebrate the ways our
innovations are relevant to
people’s true needs,
wants and desires”
The Concept Description and Creative Brief:
“Celebrate the ways our
innovations are relevant to
people’s true needs,
wants and desires”

13. Xc90 china
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14. Finland and usa
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S90 US – songs of the open road

16. V90 featuring zlatan in emea
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17. Employer brand towards 2020
Elisabeth Ed Widegren, Talent Acquistion, Volvo Cars

18. Designed Around You
• Everything we do starts with people.
• We understand people.
• We protect what’s important to them and want to make them feel special.
• We take pride in our role within society and recognise our commitment
• towards the environment.
• We innovate to make people’s lives better and less complicated.
• Our human-centric focus is what makes us different from
• all other car companies. And, it is at the heart of everything we create.
• This is why Volvo Cars are Designed Around You.

19. OUR WORLD
• Americas
• USA
• Rockleigh: Americas headquarters
Camarillo: Design centre
Silicon Valley: R&D Centre
Charleston: Manufacturing plant (to be
opened in 2018)
Asia Pacific
China
Daqing: Manufacturing plant
Zhangjiakou: Engine manufacturing plant
Shanghai: Asia Pacific headquarters,
engineering centre, design centre
Chengdu: Manufacturing plant
Malaysia
Kuala Lumpur Assembly plant
EMEA
Sweden
Gothenburg: Head office, product development,
design centre, marketing, administration,
manufacturing plant
Skövde and Olofström:
Engine & component manufacturing
Denmark
Copenhagen: R&D Centre
Belgium
Ghent: manufacturing plant
Issuer: Corporate Communications; Company Presentation 2016 version 2016-07-21; Security Class: External/internal usage but not for external distribution

20. The Employer Of Choice
For people who want to make a difference

21. How are we attractive?
Externally
• Continued great new car launches with S90 & V90
• Strong performance
• Powerful marketing campaigns, news and stories
• Targeted employer branding events in Europe and China
• Updated content on the new global Career website
• Further focus on LinkedIn, now approx. 125.000 followers

22. • Great exposure of latest product portfolio and results
• Marketing Campaigns
• Culture Toolbox
• DAY@Work
• Team Sailing event with Volvo Ocean Race boats
• V40, XC90, V/S90 employee experience
• GIG Innovation
• ...and more!
Building internal engagement!

23. “A brand is no longer what a company tells people about itself. A brand is
the sum of experiences that a person has with a company at every single
touch point. Nothing more.”
/ Sprinklr CEO Ragy Thomas
One brand – one reputation!

25. glassdoor.com April 11, 2016
careereye.se April 11, 2016
Referrals become more and more important

27. ProcessTech.
the complexity of talent Acquisition in 2016

28. Target Group Channel Activation
28
COMMUNICATION
CHANNELS
Careers Site Linkedin Facebook Events Advertising Campaigns Internal Channels
TARGET GROUPS
Employees
Students
Graduates
Young Professionals
Experienced
Professionals
Female Professionals

29. To keep in mind:
Development, Innovation, Prestige, Leadership and Reliability are critical attributes.
What Generation Y sees in the best employers

30. • Multiple generations
• 35% women in leading positions
• 25% leaders with international experience
• Diversity should always be considered when selecting candidates
• Inclusiveness at all times
People who want to make a difference
30

31. From an inconsistent brand
31

32. 2016 32

33. Thanks!