Creating Impact

Continental was faced with the challenge of creating a new global employer identity that would establish a uniform culture across 40 different divisions. This identity should not only be attractive for new career fields, but also offer existing employees a new perspective and drive. Given the diversity of the company's divisions and global presence, it was critical to develop an identity that would unite Continental's strengths and values while attracting talented professionals from around the world to ensure long-term competitiveness.

Our approach was based on Continental's shared Vision Zero, which sets the goal of zero road deaths, accidents and injuries. Based on this, we developed a new Employer Value Proposition and devised a communication concept focussing on "Creating Impact". This concept offers all employees a new drive for their work and enables professional fields such as software & IT to gain a perspective with social relevance. In addition, we have driven corporate vision development by giving individual countries the freedom to highlight their own local impact projects to maximise local relevance. This was reinforced internally by recognising outstanding employee approaches to the overarching goal of Vision Zero through the Vision Zero Award. Cultural implementation was ensured by integrating these values and visions into the corporate culture, creating an environment that supports and promotes the realisation of the shared Vision Zero with conviction from within.