“Employees want to be part of a community that makes a difference.”
Companies seeking to attract employees today need to offer more than just job security and a good salary. What makes an employer particularly attractive? In this interview, Martina Szautner, Global Executive Officer for Human Resources, and recruitment expert Anja Hennig discuss why a sense of community and a credible employer brand are now crucial factors in the competition for skilled workers.
Stream of Stories: Ms Hennig, you often hear the expression ‘war for talent’ when talking about the current labour market. As a recruiter, are you experiencing a battle for employees?
Anja Hennig: It’s actually something I see every day. In the past, it seemed like talented candidates were just lining up to join us. Nowadays, I have to actively promote the company as an employer to people. Particularly in the higher pay bands, applicants want to know very specifically about the benefits and career development opportunities offered by KSB. We therefore need to think about what makes us attractive as an employer and how we can communicate this to applicants.
Ms Szautner, you are the Global Executive Officer Human Resources, which means you are responsible for human resources management across the KSB Group worldwide. How do people's perceptions differ with regard to what makes an employer attractive in different parts of the world?
Martina Szautner: Priorities vary greatly from country to country. We see a certain level of expectation among applicants particularly strongly in Europe. For example, people here often still ask about working from home, even though this is becoming much less common.
However, when it comes to regions such as South America or Asia, the picture is quite different. Working from home is not something people are interested in, as the living conditions there make it virtually impossible. Most employees are happy to have an office they can go to because they can work there in peace. Instead, other things are more important.
Two perspectives on people, work and community
Anja Hennig has been Senior Recruiter at KSB in Halle since 2024. She brings with her many years of experience in recruitment and talent acquisition, including over eleven years at Dell Technologies. At KSB, she primarily focuses on technical staff, attaching particular importance to matching people with roles in which they can develop and make a difference.
Martina Szautner has been responsible for the global human resources management of the KSB Group as Global Executive Officer Human Resources since 2018. She brings many years of international management experience to the role, having previously held senior HR positions at companies such as Dachser, Giesecke+Devrient and Faber-Castell. Her focus is on HR work that brings together strategy, culture and development.
Are there any perceptions regarding employer attractiveness that are the same all over the world?
Martina Szautner: Absolutely! We researched this question and specifically asked employees from different regions: What makes KSB special in your view? What would be important to you if you were looking for an employer?
Employees everywhere want to feel part of a larger whole. People worldwide need to feel, in their work, that they are a valued part of a community which is making a difference.
The issue of job security has become even more important in the wake of the Covid-19 pandemic. Working for a company whose products are used all over the world is another appealing aspect. It’s something people like to talk about, for example with their friends and family.
Our research findings have been incorporated into our four employer pledges, which we use to explain to applicants how we experience KSB as a community: strong, united, global and proud.
You have put a great deal of effort into drawing up these four employer principles. Why is this form of communication needed in today’s ‘'war for talent'’?
Martina Szautner: It is important to capture the essence of KSB as an employer. Especially when it comes to the outside world, we need to translate these aspects into images, text and clear messages. Particularly for candidates who have received several job offers, it is helpful if they can clearly see: What kind of company is this and what kind of approach does it have as an employer? This helps applicants gain a better picture – and allows us to position ourselves more effectively.
Anja Hennig: When candidates look at these four employer principles, they realise: What we are doing here is not self-serving. KSB doesn’t just want to make money; we make a difference all over the world with our products. And that makes us proud.
When I read these four attributes, I can stand by them wholeheartedly. If a candidate asks me about them during an interview, I can back them up with examples from our day-to-day work. Global: international perspectives, worldwide contacts Strong: job security, stability And so on. I can paint a credible picture of all four values.
Ms Hennig, what do candidates pay particular attention to during an interview with you?
Anja Hennig: It varies a lot. But sooner or later, they always ask: What benefits does KSB offer? My task is then to tap in to what the candidate has already revealed about themselves.
For some people, job security is what matters. Others want professional development and further training. For example, if someone tells me they have a family or are currently building a house and investing a lot, I start by talking about our pension scheme or the fact that we have collective agreements. For some people, it’s a real ‘wow’ moment because it gives them a sense of security.
Benefits are used by people very differently. For some, the canteen is the best thing ever; others appreciate yoga or fitness classes after work. But all applicants ask: What is the working environment like? What is the dynamic between employees? After all, a great salary isn’t everything; you also need to get on well with your team.
Martina Szautner: In recent years, we have significantly expanded the aspects of fitness and mental health through additional classes, information and initiatives. This also demonstrates what matters to us as a company.
It is part of our culture. We know that we ask a lot of our employees. But we also give something back, too. We don’t just see our employees as people who work for us in exchange for money; we strive to view them in a more holistic way.
“Managers have a huge impact on how attractive an employer is.”
Martina Szautner
Purpose is a major factor – in other words, finding meaning in one’s work. How important is that to you during interviews?
Anja Hennig: It is very important because, of course, a candidate needs to know what the company stands for and how they can align their own purpose with it.
We always say that we are a company whose products make a real difference. We make products to handle water and ensure that industries operate smoothly and safely. Our applications and products offer real added value. Many applicants recognise this too and can relate to it.
Martina Szautner: As well as purpose, the issue of sustainability is also top of the list. We no longer view this purely in terms of the environment; we take a broader approach that includes economic and social aspects. For example, one of our sustainability goals is to increase the proportion of women in management roles.
Another example is the number of hours spent on further qualification, or our corporate culture index, which we survey regularly. This allows us to position ourselves towards candidates on a wide range of issues.
What role does management culture play in an employer’s attractiveness?
Martina Szautner: A very important one. I believe managers have a much greater influence on the company, its culture and the way employees feel than many people realise.
Managers have a huge impact on how an attractive an employer is. Employees may join the company because of the salary, the products or the company’s reputation. But they usually leave because of issues with a manager. Managers are the most important multipliers of corporate culture. We can make a huge difference – but we can also have a lot of negative impact.
That is why a strong corporate culture is incredibly important. We are working on this very intensively by offering training and development programmes and providing managers with practical support and advice. Learning is a life-long process for all of us, especially when it comes to management.
Ms Hennig, do you have any insider tips on how a candidate can make a really good impression during an interview with you?
Anja Hennig: Be authentic. That’s the most important thing for me.
Martina Szautner: That’s exactly what I was going to say. And when it comes to management roles in particular, there’s something else that’s very important to me: a down-to-earth attitude.
Although we are a global group, we are still small and personal enough that we have a culture more typical of a medium-sized company. That’s why some applicants from very large groups like Siemens or Daimler probably wouldn’t feel at home here. We operate on a very personal level!
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