Juliane Tuemmler

Head of HR and Keynote speaker

"Online, offline, local, global...How can we shape innovative employer branding in complex times? "

Interview with Fabio Sandrin
August 16, 2021

Juliane Tümmler studied psychology at the Universities of Freiburg and Mannheim and subsequently completed an MBA with a focus on growth management at Steinbeis University. In her previous professional positions, she worked in recruiting & HR marketing at Robert Bosch GmbH, as an external project manager in strategy, process, and change management at Vodafone GmbH, and in the areas of personnel development & corporate HR at Trumpf GmbH + Co. KG. At the same time, she worked as a lecturer at the HfT Stuttgart and the DHBW Heilbronn and completed a coaching training. Subsequently, she took over the development and management of the HR department at Datacenter One GmbH and is now, since mid-2020, responsible for HR and organizational development at Gottlieb Binder GmbH & Co. KG.

we.CONECT: You work as Head of HR, which tasks would you highlight as particularly interesting? What is most exciting about your role, and why are you passionate about your job?

Juliane Tuemmler: In the middle of 2020 I took over a very exciting challenge: to build up the HR Organization of Binder for the future by preserving the “Company DNA” of a more than 200 years` history of innovation & advancement.
I especially appreciate the high creative freedom, the openness of the company to strike completely new ways as well as the close cooperation with the colleagues of all other departments – it`s very motivating for me to improve each day and to have the possibility to implement new ideas very quickly.

we.CONECT: You will present “Online, offline, local, global…How can we shape innovative employer branding in complex times?” at Rethink! HR Tech Europe. How would you define your approach– “it is a good example for successful…”?

Juliane Tuemmler: …authentic storytelling.

we.CONECT: What were the most important drivers– functionality, process optimization, user/customer experience, costs reduction, or something completely different?

Juliane Tuemmler: Uniqueness, attraction, identification, integration.

we.CONECT: Where do you see particular success in achieving the project goals?

Juliane Tuemmler: First of all in the active involvement of the employees in the creation of the Employer Branding concept and the strong focus on the uniqueness of the individuals working in the company.

Secondly in the creation of an unfiltered and immediate brand experience implemented on our new career website: self-written texts, personal insights, and a “common theme” which points out linguistic and content-related analogies between the products and the jobs we offer.

Thirdly that we found a way -despite the COVID19 restrictions- to create and implement this completely new concept within few months.

we.CONECT: What were the biggest challenges and how did you overcome them?

Juliane Tuemmler: Our company is still relatively unknown to our applicant target groups as well as in the regions in which we are located („hidden champion“). Consequently, on the one hand we work towards increasing our awareness level via large-scale online and offline measures. On the other hand, our focus is on attracting the professional experts we need especially in niche segments via individualized approaches. The critical success factor and challenge of all these measures is to create a relevant difference.

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