Henkel Executive Summary

Henkel was founded in 1876 by Fritz Henkel who created the first product, a detergent based on silicate, who became a success, and Henkel grew rapidly by creating new products and by acquiring other products. Today Henkel has their headquarters in Dusseldorf, Germany, and with more than 50,000 employees from more than 120 nations worldwide. Henkel holds globally leading market positions both in the consumer and industrial sector and is well known brands such as Persil, Schwarzkopf and Loctite. The company is organized into three globally operating business units:
• The Laundry & Home Care unit has played an important role for Henkel’s success story, and is globally present with the main focus on the consumer goods market.

• The Beauty Care

As a big multinational company, Henkel is mostly known from their brands and products and not by the name Henkel. In addition with a small employer branding budget compared to other countries, makes it difficult for Henkel Benelux to make their employer branding successful. Henkel Benelux participates in a lot of employer branding activities such as recruitment events organised by student association at universities, as well as lectures, case competitions and career events, staying within their budget, they are not able to participate in all of them. One of their biggest employer branding event is organized by Henkel. It is the Henkel innovation challenge, that permits students to participate with an innovative idea for in the future of 2050 and they can win a ticket around the world. Even though finding top talented people is still difficult for Henkel Benelux.
GAP:
Henkel Benelux participates in a lot of employer branding activities, to promote the career opportunities at Henkel, as well as to increase awareness. With these activities Henkel Netherlands only gains awareness to a small percentage of the student population in the Benelux.