More possibilities – Employer Branding at Melitta
Melitta was founded in 1908 and is a group of companies with about 3,670 employees based in Minden in East Westphalia. They produce and market products for daily use in private households, gastronomy and other bulk users. The main markets for this international, family-owned group are Europe, North and South America as well as Asia.
Most consumers associate Melitta with coffee. The fact that the company also offers branded products such as Toppits and Swirl, holds more than 1,000 patents and operates internationally is largely unknown. This complex and for job applicants hardly-visible brand image was further complicated by the fact that the company was unaware of its true strengths and weaknesses as an employer and of their relevance for the target groups. Personnel Marketing statements were therefore limited to general statements such as “good opportunities for self-development” or “appropriate remuneration” and reference to the brand tradition – without explaining the resulting advantages for Melitta as an employer. No clear statement was made in the form of an overall concept or answer to the question: “What makes Melitta special as an employer worldwide in comparison with competitors?”
For the above reasons, the directors and personnel management initiated an international Employer Branding project under the leadership of Promerit AG.