Trumpf
How TRUMPF repositioned its employer brand for digital talent – with a bold EVP, target group-specific journeys, and a globally scalable campaign toolbox.
In a highly competitive talent market, TRUMPF needed to reposition itself as a forward-thinking, international employer – particularly for the sought-after target groups of IT consultants and software developers. The challenge: to define a strong, unifying employer value proposition that would differentiate TRUMPF from both direct and indirect competitors in tech and engineering.
We started with a deep dive into the employer positioning of key competitors to identify gaps and opportunities. Based on this, we conducted a detailed analysis of TRUMPF’s own employer brand and developed a unified EVP:
TRUMPS – Trusting In Brave Ideas.
This became the foundation for persona-based candidate journeys, including content and touchpoint strategies tailored to the needs and behaviors of each target group. The resulting framework informed a global employer branding campaign – supported by a content toolbox that allowed easy local activation with consistent messaging.
A bold and future-oriented employer brand that resonates with digital talent while staying true to TRUMPF’s engineering roots. With the new EVP, clearly defined journeys, and scalable tools, the employer brand is now globally consistent, locally relevant – and ready to win in the war for tech talent.
+48%
Increase in digital talent engagement
+15
Rollout in countries within 6 months
1
United brand across all markets
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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
