Media Markt - Saturn
A 'cool' employer brand
The Media Markt-Saturn Holding
is a German chain of stores selling consumer electronics with numerous branches
throughout Europe and Asia. With the acquisition of
competitor Saturn in the early 1990s, the corporate group laid the foundation
for homegrown competition by installing a dual retail brand strategy.
This strategy is paying off: Media Markt and Saturn have become the leading consumer electronics retailers in Europe. There are currently more than 850 Media Markt and Saturn stores in 16 countries. Together they have a headcount of over 70,000.
With more than 20 Belgian stores in 10 years, the Media Markt-Saturn Holding needs a constant inflow of talented staff for their stores and headquarters. They not only want to increase the quality and quantity of candidates, but also try to find effective ways to develop and manage their current talent pool to fill internal job openings and retain talented staff. To cope with these challenges Media Markt-Saturn asked Lemento for an employer brand creation.
Strategy and approach
Lemento’s assignment was to create a strong and unique employer brand for Media Markt-Saturn Belgium. The first step was an analysis of the organization in general and as an employer. Therefore we executed a corporate identity audit, interviews with the management board, and workshops with 50 employees from different stores and levels. After we had collected all the necessary background information, we identified the distinctive characteristics of Media Markt-Saturn as an employer. These determined the employee value proposition: autonomy, responsibility, fun.
To successfully implement the new employer brand internally and externally, our studio created a logo. Both the employee value proposition and new baseline ‘powered by Media Markt - Saturn people’ were integrated. Internally we launched a video and an HR newsletter to communicate the employer brand. We also provided the stores with several employer branding tools such as buttons, bracelets, wall stickers, posters, T-shirts and a comic strip. The external communication consisted of a recruitment campaign. Lemento came up with the concept ‘Their fridge versus our fridge’. We actually made the fridge in order to let the concept and the employer brand live outside the advertisements. From now on the employer brand will be integrated in all internal and external HR communications of Media Markt-Saturn Belgium.