The July 2008 merger of GDF and SUEZ gave rise not only to a new Group, but also to the construction of a new employer image. Here is a recap of the approach and strategy implemented to successfully launch the new employer image a few weeks ago.

The issue for GDF SUEZ was not brand awareness. Both companies were well-known, and the pre-merger stage went on long enough for the public to know the new Group. However, as René Rozot, the Group's Employer Image Director, points out, "GDF SUEZ activities encompass several fields, from natural gas to the environment to energy services. In fact, the Group has some 250 business lines today! This variety, however, is also a constraint, since such a wide range of activities makes it difficult to present our business lines". Today, the Group has built its new employer image on the best each company had to offer. With this goal, GDF SUEZ organised a "values forum" in which 200,000 employees had 24 hours to formulate their view of the company's values. René Rozot also specifies that she relied on "external studies to learn the expectations of students and recent graduates" to subsequently build a strong employer image that set the company apart. However, he is not along in thinking that "the battle for top talent hasn't ended. Young engineers and sales reps are not willing to significantly lower their salary expectations. We will have to fight to attract top talent." Although the Group's reputation is improving (in 2008, GDF SUEZ ranked 64th in a list of favourite employers of engineers, whereas now it ranks 21st), René Rozot is still setting her sights higher, with the goal of "going from being a benchmark employer to the favourite employer". Her philosophy is to "adopt a positive, optimistic outlook. We cannot allow ourselves to be pessimistic. Moreover, since our industry is not as affected by the financial crisis as others, now is the time to capitalise on that situation".

To reach the goal of creating a genuine employer image, GDF SUEZ launched a far-reaching media plan bolstered by its new "Careers" website. "We also want to explore the possibilities of Web 2.0 and create a campus correspondents' community that would include the campus managers and ambassadors", adds René Rozot, specifying that France and Belgium, the Group's traditional seats, will be the first two countries involved. We also reach students through another flagship operation: the CDMGE Academic Challenge. GDF SUEZ is a partner of the event, along with other major groups such as AXA, LAGARDERE, LOGICA and SOCIETE GENERALE. Students compete in sports while getting to know employers and recruitment possibilities. The last one was held last May 16 at Stade Charléty. The Challenge was founded by Quatre Vents as an alternative type employer/student gathering. It attracted some 3,000 students and recent graduates and reached almost 100,000 VIP targets: an effective, original way to launch the brand new GDF SUEZ employer image.