View: You Magazine
Attracting, engaging and retaining talent is essential for any company. BASF is no exception. BASF wants to be a company competitive with their peers, and a place where employees can thrive and grow for 30 or more years. A robust survey revealed that BASF’s Compelling Total Offer was on par—and often better—than that of their competitors. However the perception of current and prospective employees wasn’t aligned with this truth. BASF knew they needed a solution beyond traditional HR and marketing packages. It was a brand problem, not just a communications problem. They needed a solution that didn’t change the offerings but changed the perception.