This article is part of the special “Employer Branding Best Practices” published in the January 2024 edition of Human Resources, within the Employer Branding Conference 2024, promoted by Talent Portugal.
Mafalda Vasquez – Head of Attract, Select, Onboard & Diversity and Belonging
Margarida Neuparth – PO Employer Branding, DEI & People Comms
Like the entire energy sector, Galp is going through a transition process, triggered by the redefinition of the way in which the Planet’s energy resources are being managed.
Exclusively to Human Resources Portugal, Margarida Neuparth and Mafalda Vasquez spoke about the main bets of Employer Branding. For the energy company, the success of this transformation depends on ability to attract e articulate the best talents e available skills.
Five years ago, anticipation of this change led the company to create a position dedicated to Employer Branding, initially anchored in the Brand and Communication team. The role currently resides in Galp's People & Spaces team. In 2022, the company realized that, in order to attract the talent it needs, it would have to be increasingly recognized as a Great Place to Work. And this would only be possible with a value proposition for employees, which has been built with a deeper strategic sense and com concrete actions by pillar.
Regarding the reasons for this bet, the company realized that the transformation process created the need to acquire new skills, on the other hand, it also made the challenge inherent in the proposal more interesting for the younger generations. In fact, for those who seek to contribute to a better and more sustainable world, there are few places where they have the opportunity to make such a positive difference. «Galp is one of the main Iberian producers of solar energy and operates the largest electric mobility charging network in the country». In addition, the organization also has pioneering projects throughout Europe in the area of green hydrogen and advanced biofuels.
DEI Strategy and Culture
Galp's strategy is focused on proof points of the pillars of Employee Value Proposition (EVP), as well as in the products that make promises real throughout the employees' journeys. In addition, Galp has made a commitment to attract young people with potential, remaining in tune with the pact of more and better jobs for young people and for the building a culture of DEI (Diversity, Equity and Inclusion).
Regarding the weight of the strategy of Employer Branding Galp in the business, «transformation implies entering new activities for which it is essential to have new skills, new talents e new ways of thinking». More than security and an attractive salary, «companies must contribute to the creating a more sustainable planet and a fairer society».
However, some new developments are also expected, including: «a attractive economic compensation; perspectives of personal and professional development; to possibility of creating a positive impact on the world and society; is huge variety of possibilities for areas of activity within Galp».
Still regarding the company's strategy, there are some practical examples, such as the summer intership campaign. In 2023, the energy company set up a integrated youth day, in order to give more opportunities to young people to enter the job market and be prepared for the future. Therefore, Galp redesigned its institutional website, produced an events roadmap and created two programs: Summer Internships (Summer Break Galp) and Operations Galp (Galp stores Trainee Program). In addition to these programs, the company also has its flagship intership program for young talent, Generation Galp.
According to data revealed by the company, around 15% of employees are under 30 years old and the company is working to increase this proportion to 24% by 2026. In just one year, there was a percentage increase of approximately 2%. Data that leads the company to believe that «the trainees are the future and the investment in future generations is critical to success».
Still in the attraction phase, the energy company opted for bolder campaigns. In Summer Break Galp, for example, it used artificial intelligence to create the pieces that gave the campaign a platform. This measure saved time and money in developing the graphic arts for internal and external digital channels. The result was a success, with Galp recruiting 17 summer interns for the different businesses between July and August.
In addition to young talent, there was also work internally, with Galp offering tickets to 300 employees as a form of recognition and learning. At the same time, it also developed a internal celebrations roadmap for employees to increasingly experience Galp’s culture – based on the motto: “#onegalp”. In addition, a new onboarding model fully focused on providing good memories of the first day in the company.
Distinguishing brand
«Resilience, repetition e consistency»: these are the key factors for a strategy of Employer Branding successful. According to the company, “any change process is challenging and requires “breaking stone” (resilience)». In this way, only the most resilient are those who «have the possibility of surviving in this type of environment, because change is not always accepted by everyone».
Equally important for those who want to be successful is repetition. For Galp, if a company wants to change the general perception, «it is important to be repeated, on several occasions, the messages», remaining, whenever possible, in people's lives. Finally, from the moment there is a purpose, «it becomes key to consistency in messaging and journey that you want to do from the inside out».
Regarding the differentiating aspects, Galp wants contribute in a relevant way, visible, and with great impact na building a more sustainable world. In this context, the company intends to continue investing in energy sources with lower polluting emissions. Furthermore, it also wants to make “use of the largest proportion of renewable energy sources in its energy production portfolio”, without neglecting innovative projects, whether in new energy products or new forms of energy management. “A new world is emerging and in which we want to occupy a place that is as important, if not more important, than the one that has graced our entire history”, concludes the company.
