Activating a bright employee value proposition for ASM

Challenges

ASM, a leading global supplier of semiconductor wafer processing equipment, partnered with Cielo's employer brand consulting team to develop and activate its employee value proposition (EVP). To meet its ongoing growth ambitions and ensure current employees recognized what ASM stands for as an employer, it was crucial to activate the company’s newly crafted EVP with a bespoke strategy. ASM required a robust internal and external employee value proposition launch and a tailored communication strategy that utilized existing channels, reinforcing a clear and consistent proposition for ASM careers.

Solutions

The Consulting team set out to develop an internal and external activation strategy that won the hearts and minds of current employees – and engaged talent to join the organization.

“The Power of an Open Mind has been a great USP for us at ASM, recognized at all levels of the company, including the Board members! It embraces our diverse population, our thirst for innovation and that we need great minds to achieve our ambitions for the future. The journey has just started and I believe there are lots more benefits to harness from this concept,” said Carlos Torres, former Leadership & Talent Senior Director at ASM.

The activation strategy included the following:

Internal

• Tailored employer brand assets for ASM’s intranet site to support employee value proposition content and resources for all employees
• Hiring manager guides and toolkits to inform and equip them with the knowledge and tools for communicating ASM’s core proposition to candidates
• Launch emails to introduce the newly established employee value proposition alongside relevant content and resources
• An online employer brand hub housing all latest assets ready for localized activation
• Communications content provided to support leadership (including ASM’s CEO) in introducing the proposition through consistent messaging
• Animation communicating the employee value proposition development process and launch to all internal stakeholders

External

• A phased approach to integrating employee value proposition messaging and visuals on the careers site to align with ongoing revamp plans
• Commercial careers animation communicating the employee value proposition launched externally on the careers site and social media
• Corporate and employees leveraging digital brand assets externally

Results

The employee value proposition has successfully rolled out to 2,600 employees across 14 countries, providing managers and recruiters with access to messaging, assets, and tools for use across each key talent group.

“It’s been a privilege to partner with ASM at such a critical juncture of their growth. The business story, culture and leadership vision has ensured that the program approach, solution and outcomes are a benchmark for how employer branding can and should be done," said Andy Curlewis, Senior Vice President – Product Management at Cielo.

To date, we have seen the following key metrics:

ASM’s workforce grew by 10% YoY – double the previous year’s growth. Retention has increased by 7.2%. In 2020 76% of leavers said they would recommend ASM as a good place to work compared to 51% in 2019. Voluntary attrition rates have also dropped from 8.7% to 8.3%.

The ASM employer brand is now externally visible and present across key candidates’ touchpoints. ASM’s employee value proposition genuinely resonates with employees from the inside out, which is shown through the use of digital brand assets across the business – a subtle but powerful way of showcasing and bringing your employer brand to life externally.