Developing the Alpha pump & Employer Branding
The case in short
Developing the Alpha pump
The Alpha pump series were the first pumps for private homes with some built-in electronic steering system.
The new pumps were to penetrate the markets much faster than seen before, as the lifetime of a new pump design was declining pretty fast.
Attitude barriers at wholesale companies and plumbing installers all over Europe, was a problem. They preferred to install the well-proven old models.
Grundfos looked for advice about communication as well as product improvements.
In periods of low rates of unemployment in general and specifically for engineers, companies with a HQ far from bigger cities will experience major problems with recruitment of engineers.
Grundfos looked for new guidence of what kind of employer branding that was needed and possible for attracting new employees to Bjerringbro – about 65 km from nearest bigger city.