An EVP that fits alongside Miele's strong consumer brand.

Miele is a global consumer brand with a very strong reputation among the households that buy its products. Its consumer brand is one of its greatest assets, and it was important that any employer brand work respected it.

The challenge.

Miele wanted a promise to its people that would help it attract and keep the best talent. Because its consumer brand is so strong, anything we developed had to sit comfortably alongside it, and the marketing team needed to be confident that the employer brand would strengthen the brand it had built.

The consumer promise and the employee promise are different things, though. What a customer values about Miele is not necessarily what an employee values about working there. The EVP had to respect the consumer brand and still differentiate, so that it described the real experience of working at Miele.

What we did.

We worked closely with Miele's marketing team throughout, so that the EVP could be developed with their input and they were comfortable with it at each stage. In parallel we worked with Miele's people through employee consultation, so that the promise was built on what employees said rather than on the consumer brand alone.

The aim was an EVP that everyone involved would be happy with, including the marketing team, the HR team and the wider business.

The outcome.

Miele now has an EVP that works alongside its consumer brand, reflects what its own people value, and has the support of the teams who look after the brand. It gives the business a consistent way to describe what it is like to work there.

If you're building an employer brand next to a strong consumer brand, you can read more about our employee value proposition consulting.

For more on the thinking behind this work, read Your EVP already exists, and your people know what it is.