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On March 13th, on behalf of SAP’s Global Employer Branding team, I joined the Employer Brand Management Awards (EBMA) in London together with 8 other colleagues. This was my first time joining an award ceremony. I was really curious about how the evening’s experience would be. I was also eager to see what innovative insights other nominated companies would bring and at the same time, a little nervous if SAP would win in any of the categories that was nominated.

The awards programme exists as the true benchmark of the employer brand management process. For those in internal communications, human resources, brand management or employer brand management, the Employer Brand Management Awards is a celebration of their work. It recognises the companies who make commitments to achieving the best for their employees and prospective employees. This year’s results have been awe-inspiring.

The evening event took place in De Vere Grand Connaught Rooms, a quite glamourous location. People from all nominated companies were mingling in the lobby, laughing, networking, congratulating each other. Soon were we guided into the main hall, then seated at our respective reserved tables. After a very elegant starter, the host kicked off the award ceremony.

This year SAP was nominated in 8 categories, representing our innovative endeavours in different aspects in Employer Branding. Directly related to my responsible area, was the “Best Employer Brand Management Event” category. All around the world, we run talent events leveraging innovative concepts to best showcase SAP technology, culture and life at SAP, and promote branding impact in different markets. For this specific nomination, it was for our event at SAP Darts Slam in Frankfurt, Germany. “Unexpected theme”, “great atmosphere” and “amazing people” were the most frequently given feedback from our guests. I was absolutely thrilled when I went on stage to accept the silver award for this category!

My colleague Inken, Recruiting Manager of EMEA North Region, was looking forward to the announcement of the “Best Localisation of a Global Employer Brand Management Programme” category. The entry for this category was a campaign for SAP Nordics that aimed to build brand awareness amongst female talent in Finland, Norway, Sweden and Denmark. Inken was thrilled with the gold win for this initiative!

We then had a dinner break, where we exchanged the excitement of winning over food and wine, while my team located in different countries were waiting anxiously of the result of rest of the unannounced categories. After dinner the ceremony continued. And SAP won another four gold, one silver and a highly commended award.

However, the biggest surprise of the night was SAP winning the Grand Prix award for employer brand management. There was no nomination for this award, and every single company was considered and eligible for winning. When the host called out “Bring Everything You Are, Become Everything You Want”, all 9 of us were jumping from our chairs and cheering! SAP had won a grand prix award for the first time every! We were all so honoured to be there and witness this great moment!

Congratulations SAP! And thank you to all that played a part in getting us on the winning stage. I’m truly so proud!


Full Breakdown of the 2019 Employer Brand Management Awards

Grand prix of employer brand management - Winner

Best alignment of the employer value proposition with corporate brand values - Gold

Best digital communication of the employer brand - Highly commended

Best use of social media in the management or promotion of the employer brand - Gold

Best localisation of a global employer brand management programme - Gold

Best employer brand management event - Silver

Best employer brand innovation - Gold

Best ongoing commitment to employer brand management - Silver

Best employer brand management from the technology, media and telecommunications sector - Gold