This article is part of in the January issue (No. 169) of Human Resources, within the Employer Branding Conference 2025, promoted by Talent Portugal.
According to Tiago Pinto, Talent Attraction Leader, EDP is «a global energy company that recognizes the importance of a greener future and this appeal reflects our role in addressing one of humanity's greatest challenges: the transition to cleaner energy solutions».
Identifying the sustainability process as a essential pillar of the company's identity, the same person in charge recognizes that the premise of working towards a greener future makes a difference in attracting talent to the organization. «By demonstrating our commitment to sustainability, through concrete initiatives, such as investing in renewable energy projects, pioneering green hydrogen solutions or reinforcing energy efficiency technologies, we attract STEM talent and other profiles through the opportunity to work on innovative projects with a real impact on the world», he recognizes.
However, it is important to put into practice what they say and believe in, reinforcing the connection between the storytelling present in the brand's campaigns, the partnerships they establish and the ongoing commitment to diversity and inclusion.
We ensure that our culture reflects this ongoing concern for sustainability, including the promotion of ecological practices, the implementation of social impact initiatives and the promotion of an environment where it is possible to collaborate on cross-cutting projects for a more sustainable future.
Tiago Pinto – Talent Attraction Leader
Diverse and inclusive environment
As a truly global company, EDP is currently present in five regions of the world, and is made up of around 13 thousand people e more than 60 different nationalities.
In this context, the energy company assumes that the various teams that make up its workforce are characterized by unique people, thanks to its multiplicity of experiences and paths, becoming the diversity um driving force behind creative solutions, innovative e more aware. “As a socially responsible company, we incorporate the principles of diversity, equity and inclusion into everything we do so that everyone who is interested in EDP or joins us has a stronger sense of belonging,” emphasizes Talent Attraction. Leader from EDP.
Making clear commitments to gender equality, people with disabilities, different generations and cultural diversity, Tiago Pinto draws attention to the fact that the recruitment process is inclusive from the outset, followed by ongoing communication and training work to “ensure that anyone who joins us feels respected and works in a place that promotes equitable conditions”.
On the other hand, the company maintains a close relationship with former employees through different initiatives, recognizing their value as ambassadors. “By promoting a sense of belonging even after they leave, we create a lasting relationship that benefits both parties,” reflects the same manager, adding that “our alumni are an important source of talent for future opportunities due to their knowledge, and there is a high potential for rehiring, particularly in strategic or more difficult-to-fill positions.”
The Earth is calling
The creative motto of EDP’s value proposition as an employer brand – “Earth is calling you to work with us” (The Earth is calling you to work with us) – is born from the combination of the brand signature (“We choose Earth”) and the company’s purpose (“Our energy and heart drive a better tomorrow”), thus reinforcing the main aspects that characterize EDP: sustainability process, innovation e work with purpose.
The global EVP is clear and reflects the factors most valued by candidates and employees. «Empower employees through a positive work environment e innovator that promotes collaboration and agility in decision-making" is one of them; "respecting and valuing each person, providing a flexible workplace, healthy e inclusive with a set of attractive benefits” is another aspect mentioned, as well as “providing a meaningful work experience, preparing people for the challenges of the future, through different opportunities for development and internal mobility”.
In Tiago Pinto's opinion, one of the biggest challenges is to "ensure consistency in this proposal that serves as the basis for all our efforts to employer branding and work closely with regional teams to tailor our messages and initiatives to their specific needs.”
This means that, although the message “Earth is calling you to work with us” resonates globally, it is necessary to complement it with different highlights, according to what is most valued by the main profiles that the company wants to attract in each region. «This dual approach ensures that we attract diverse talents, maintaining a single identity", says the professional.
To ensure alignment between global and local teams, EDP continually assesses the maturity of the employer brand in each region, adapting the different initiatives according to their needs.
EVP Success
To measure the impact of its EVP on talent attraction and retention rates, EDP uses several strategies. “Our organizational climate study gives us very relevant clues about how our employees perceive their work experience and how we can improve and enhance it, with their sense of pride and desire to stay at the company being key aspects of this analysis,” highlights Tiago Pinto.
On the other hand, it is necessary to monitor the volume of participations and applications in the various initiatives, as well as the number of exits, and understand what trends are occurring. Another fundamental aspect is to monitor social media metrics and the way in which the brand is perceived, data that allows valuable insights into how the brand is positioned.
«The strategy of employer EDP branding is unique because combines a clear mission with a people-centered approach. Our global messaging reflects our commitment to sustainability and innovation, while our campaigns feature real employee stories to bring that message to life,” concludes Talent Attraction. Leader.
For the future, the priority is to continue to pay attention to the job market, ensuring that they have a robust and innovative talent attraction offer that reaches different talent profiles around the world and that, like EDP, intend to drive a better tomorrow.
