HR Pulse

New employer brand to attract talented new recruits worldwide for Bayer

In line with Bayer's Global Campaign, Bayer South Africa launched its new employer brand today – “Passion to innovate | Power to change”. With this promise, the company is positioning itself in the international competitive arena to attract the top talent on the global employment market.

Since August 2015, Bayer’s career websites worldwide as well as the company’s presence on social media such as LinkedIn with its local recruitment campaigns have been redesigned to reflect the new employer brand. These changes have already been launched in the United States, China and Brazil. With the remaining countries, including South Africa, adopting the new employer brand by the end of 2015.

A distinctive image with a specific promise
“Our employer brand conveys a sense of what it means to work at Bayer and what the company offers its employees. If you bring the passion to innovate, we give you the power to change,” says Bayer CEO Dr. Marijn Dekkers, explaining the essence of the employer brand.

With this promise “Passion to innovate | Power to change,” Bayer wants to make itself an unmistakable employer and set itself apart from other companies. “A strong and consistent global employer brand is an important factor in successfully recruiting the most talented individuals and retaining them long term,” says Bayer Labour Director Michael König. “The employer brand enhances our profile as an attractive employer that has more to offer than other companies.”

Close link to mission and values
The new employer brand was jointly developed by Corporate Branding and Corporate Human Resources in collaboration with the agency Interbrand and applies the mission “Bayer: Science For A Better Life” to the company’s work culture. Working at Bayer gives you the chance to help change the world and improve people’s lives. The employer brand is also closely tied to Bayer’s company values. Specifically, the new brand is centred on four key promises for which Bayer stands:
• At Bayer you have the freedom and the licence to question the status quo and think ahead.
• At Bayer you can engage in open and inspiring work with people who share your passion to turn pioneering ideas into life-changing solutions.
• At Bayer our ideas are inspired by society’s most fascinating challenges to enhance the lives of many, and our thinking is driven by our customers’ needs.
• At Bayer you are empowered to make an impact by being part of a leading company that has the power and endurance it takes to improve life – not only in today’s but also in tomorrow’s world.

The new employer brand is brought to life through impressive images, combining megatrends that are important for the Group with the message “Passion to innovate | Power to change” and the company’s four key promises. The key visuals tell stories that appeal to the emotions.

Bayer already enjoys an excellent reputation among its principal target groups on the German employment market. Numerous awards and survey outcomes regularly attest to this. Last year, the Group recruited more than 19 400 new employees worldwide, over 4,900 of these being academically qualified professionals and managers. In 2013, Bayer recruited 660 university graduates in Germany alone and expects this number to remain the same or to slightly increase this year.