Attracting new talents
How do you stand out in order to attract the most talented employees? Novozymes experienced challenges in attracting the biggest talents and needed to create a distinct position in a demanding and competitive job market. We delivered an employer branding strategy that emphasized the authentic strengths of Novozymes and fulfilled its corporate visions in an innovative and creative exhibition stand.
Understanding the brand
In order to position Novozymes in the competitive job market we needed to explore the strengths of the organization. We mapped out the organizational culture and defined Novozymes authentic strengths in order to create the most effectfull strategy and attract the best talents.
Through this mapping it became clear that Novozymes has a strong authenticity based on strong values towards sustainable industrial production. This became one of the main focus points in the three scenarios, which we created in the development of Novozymes' employer branding.
We chose Stagis because it was crucial for us to work with an innovative agency, who dared to break the boundaries for how an exhibition stand could be understood and presented. Birgitte Gade
Director of Organizational Development, Novozymes
We created three scenarios and showed different ways of conceptualizing employer branding and the authentic strenghts of Novozymes. The first scenario highlighted Novozymes' products. The second scenario focused on the international culture of novozymes, and suggested a worldwide talent-program, where the biggest talents were to be involved in actual, professional challenges already from day one. The third and last scenario emphasized Novozymes' strong beliefs and visions regarding sustainability.
Novozymes chose the third scenario and we created an innovative employer branding strategy that strengthened how Novozymes' attractiveness to future employees. The strategy emphasised how Novozymes makes a difference by implementing nature and environmental considerations in industrial production.
Designing the stand
We created an exhibition stand that symbolized the chosen scenario. Our goal was to make the strengths in the chosen scenario clear to potential employees by visualizing how nature becomes a part of the production industry. We brought nature and innovation into the exhibition stand by creating the following elements:
- Sky in the ceiling
- Tree integrated in bench
- Grass through floor and wall
- Oblique angles on furniture and walls
In order to create a strong signal for Novozymes we produced the elements in materials and colors that complimented the design. We built, painted and used a specific floor that looked like concrete in order to create the industrial feeling in contrast to the natural elements to make sure that Novozymes vision became clear.
Grass through floor and wall
Oblique angles on furniture and walls
Tree integrated in bench
The exhibition stand symbolizing the chosen scenario
The entire exhibition stand is designed in oblique angles which follows through in the furniture design specially designed to live up to Novozymes brandguide. At the same time it visualizes the oblique and innovative thoughts on the future that characterizes the brand. Anne Schourup-Kristensen
We built the entire exhibition stand to make sure that everything looked and functioned to perfection. We handled the practicalities in order to let the employees of Novozymes focus on being available for the talents to ask for information.
The exhibition stand was used in multiple occasions, e.g. at a big national career fair and at the Technical University of Denmark, where Novozymes had the opportunity to attract the biggest talents.