Swarco Group
Brand, Values &
Employer Branding
A long-standing strategic partnership has connected brand development, values work, and employer branding in a group-wide process since 2017.
Initial Situation & Start of Collaboration
From International Growth to a Shared Identity
The SWARCO Group, headquartered in Wattens (Tyrol), is an internationally active traffic technology group that has been developing and implementing products, systems, and services for safe and efficient mobility since 1969. Its range of services extends from road markings and signage to intelligent traffic control, parking, highway, and tunnel systems, as well as solutions for public transport and electromobility. With an international network of production sites and branches on all continents and approximately 6,000 employees, SWARCO is one of the leading international providers of traffic technology solutions.
Our collaboration began in 2017, when SWARCO faced a typical challenge for rapidly growing corporate groups. Around 80 companies were operating worldwide, many still under their original company names. A common identity was missing, but above all, a shared vision of what SWARCO should stand for as a group and how the company should be perceived in the future.
Our Role
Strategic Partner for Brand, Values, and Employer Positioning
We support SWARCO as a strategic sparring partner for executives and assume various roles: that of a moderator and process designer for brand development and governance, as well as a strategic partner in the development of the employer brand and the Employer Value Proposition (EVP).
Corporate Brand & Strategic Future Vision
- Development of a shared future vision for the internationally grown SWARCO Group
- Engagement with market trends, stakeholder feedback, and existing brand and organizational reality
- Refinement of the group’s shared identity and strategic self-perception
- Moderation and process design with an international, cross-functional project team
- Further development of structures and governance for consistent brand management within the group
Culture & Values
- Translation of the strategic future vision into shared core values and concrete behavioral expectations
- Development of approaches to embed values in daily leadership and work
- Establishment of a train-the-trainer or changemaker approach for cross-location implementation
Employer Brand & Employer Value Proposition (EVP)
- Strategic development of the SWARCO employer brand based on corporate brand, culture, and values
- Development of a group-wide Employer Brand Strategy
- Development of an Employer Value Proposition (EVP) for current and future employees
- Consideration of relevant target group needs, benefits, and development opportunities
Employer Branding as a Continuous Management Process
- Development of a group-wide Employer Branding Planning process for coordination between headquarters and local branches
- Regular review and refinement of target groups, EVP, and desired employer associations
- Derivation of strategic employer branding goals, initiatives, and concrete annual activities
- Integration of strategic brand management and operational implementation in ongoing employer branding
Result & Impact
Benefits for Swarco:
Swarco AG
Headquarters
Wattens, TyrolBranche
Energy, Environment & TransportCollaboration since
2017
Client Testimonial
at Swarco Group
Long-standing Partnership for a Strong Employer Brand
“At the beginning of our collaboration, the question was what SWARCO, as an internationally grown group, truly wanted to stand for. Through the brand process, we gradually developed a clear, shared understanding of our brand and created values that now provide orientation within the organization. Building on this, we were able to specifically further develop our employer brand and connect it more strongly with the corporate brand. Today, both the brand and employer brand are significantly more anchored within the company and are lived more consciously – both internally and externally. I particularly value the long-standing, excellent partnership, the collaborative forward-thinking, and the cooperation on equal footing.”