TEXT SARA ELENA TORRES HORTAL | IMAGES MAPFRE
Our employer brand shows who we are and what we offer. We are a great company recognized for attributes that make MAPFRE an excellent place to work.
At the Annual General Meeting held on March 11, MAPFRE presented our value proposition converted, for the first time, into our employer brand story and claim. It represents what makes us an attractive employer and what we have to offer our talent—both internal and external.
Based on MAPFRE’s new purpose —“We care about what matters to you.” “We are by your side every step of the way, accompanying you to move forward with peace of mind, contributing to the development of a more sustainable and supportive society”— we created:
Our story, in which we articulate our employer brand: At MAPFRE, every minute you invest makes sense.
As people, we want to spend our time doing something worthwhile that brings us joy. When it comes to choosing where to invest our professional time, we want to do it in a place that has a clear purpose, and we want to know that our work has meaning. With this phrase “At MAPFRE, every minute you invest makes sense,” we encourage people to reflect on this idea, which connects us with MAPFRE’s Purpose: “We care about what matters to you.”
You are the most important thing to us, and MAPFRE is committed to you—to your professional and personal development and to your well-being—but it is also committed to society and makes you a part of that commitment.
MAPFRE is a place that values diversity and where, by being yourself and using your talent, you can go as far as you wish.
Innovation is already part of our values. But not just any form of innovation. It has to have a purpose. MAPFRE is a place where there is room to innovate, and we do this because we care about what matters to people.
Our story shows our unique attributes: Talent, Commitment, and Innovation with purpose.
Why does every minute you invest at MAPFRE make sense?
- Because We Are Talent: at MAPFRE, you can be yourself and use your talent to go as far as you wish.
With this, we convey that MAPFRE is a place that values diversity, where you can be yourself and apply your talent to advance your career. - Because We Are Commitment: we are committed to society and to you, so we can all work together to build a better world.
• You are the most important thing to us, and MAPFRE is committed to you—to your professional and personal development and to your well-being— but it is also committed to society and makes you a part of that commitment. - Because We Innovate with Purpose: Our open, collaborative environment allows us to deliver innovative solutions that improve people’s lives.
Innovation is already part of our values. But not just any form of innovation. It has to have a purpose. MAPFRE is a place where there is room to innovate, and we do this because we care about what matters to people.
Our new CLAIM: MAPFRE Where your time becomes meaningful
This definition of our employer brand is another milestone in our talent management.
We invite you to make these milestones your own, because they will be our hallmarks in the coming years.
In the coming months, we will work to roll out our claim and story worldwide. When people think of MAPFRE as an employer anywhere in the world, we want them to think of this same story and brand, and to recognize MAPFRE as a great place to work.
In the coming months, the countries will work to roll out our claim and story worldwide. When people think of MAPFRE as an employer anywhere in the world, we want them to think of this same story and brand, and to recognize MAPFRE as a great place to work.
This is how we built our employer brand
Our story began in 2019. That was the year we started working on this project, which is aligned with MAPFRE’s new Purpose. To do so, we relied on the help of McCann, one of the top global advertising agencies.
The first phase was to carry out a diagnosis in which we analyzed:
Trends in personnel management. Here we learned that:
• It’s essential for brands to have a clear purpose.
• People are concerned about the impact that their work has on their communities.
• Personal qualities and emotional skills are becoming increasingly important.
Our competition’s stories and employer brands, along with those of other leading companies. Here we found out that:
• Strong value propositions are based on employees’ concerns and motivations.
• Spreading the word far and wide about what actions are taken opens the door to talent.
• Communicationchannels and formats are just as important as the discourse itself.
The positioning of our employer brand.
How MAPFRE is perceived as an employer by our management team, our employees, and other groups like university students, headhunters and human resources experts. We did this through interviews and surveys, and the main results were as follows:
• MAPFRE’s employer brand image is in good shape and progressing well. However, it’s clearly better regarded amongst current talent than future talent.
• There’s widespread agreement about the strengths and the biggest challenges for the employer brand.
Once the assessment was completed, we analyzed and narrowed down the characteristics that would help us build a value proposition that would express who we at MAPFRE are and what we have to offer.
The resulting attributes were: Talent. Commitment and Innovation with purpose. We held various work sessions to define each of these and align them with our new MAPFRE Purpose.
All this gave rise to our story and our new employer brand claim, as we told you about in the first part of this article.
