Continental
How Continental turned a fragmented EVP into a unified employer brand message – and made “Creating Impact” a global reality through real employee stories.
How do you attract top IT and software talent to a global mobility technology leader that is still widely perceived as a tire manufacturer? Continental’s employer brand messaging – centered around the idea “Let Your Ideas Shape the Future” – was interpreted differently across markets, leading to fragmented communication. A unifying global element was missing: one that connects the brand promise with real employee experiences and gives the message consistent meaning across all regions.
We initiated a global workshop series to assess strengths and gaps within the existing employer branding framework. This included a deep dive into Continental’s employer brand assets, target group insights, and a competitive audit.
Together with local and global teams, we conducted a strategic EVP workshop to identify differentiating assets, proof points, and benefits. Based on these, we developed a new global key message and created a brand communication territory tailored specifically to Continental’s employer brand: Creating Impact.
We translated the new brand territory into a global testimonial campaign that made the impact of individual employees both visible and tangible. The result: authentic 2-minute interview-style portrait videos showing how people at Continental shape the future with their ideas – uniting the global EVP with real stories, and turning employer branding into something deeply human and globally consistent.
+40%
Increase in global EVP consistency
+32%
Engagement rate on testimonial content
26 Countries
Reach within the first 6 months
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We founded LAGOM Network this year to do things differently.Not more noise. Not more fluff. But delivering the right dose of what our clients and employees need. Not more, not less.
Tim & Emanuel
Co-Founder LAGOM Network
