Competition for Talent

  • Positioning as an attractive employer
  • Addressing specific target groups, including during the coronavirus pandemic

Attracting and retaining the best employees is crucial to our success. Having an attractive and compelling total offer package for employees is becoming increasingly important given the strong global competition for the best qualified employees and leaders. This is why we are constantly working on measures to increase BASF’s appeal in the global labor markets. Target group-specific campaigns focus on sustainability, digital ways of working and innovation for the future – reflecting our strategic action areas and key labor market trends.

We are increasingly using digital platforms such as our country-specific career websites as well as global and regional social networks to reach potential candidates. This enables us to appropriately address different target groups.

In light of the coronavirus pandemic, we used digital solutions for our talent search activities in 2020. For instance, in order to still be present at career fairs, we participated virtually. As a result, we were able to continue to attract and recruit talented employees. We also offered virtual tours of the Ludwigshafen site for universities in Germany. In addition, we consistently take part in specific career events to directly reach and attract talented female recruits in the natural sciences.

The talent program for external students and former interns was redesigned and expanded to include targeted retention measures. For example, special online events on different career opportunities and an exclusive journal help to maintain contact with talented students who impressed us with their outstanding personal qualities and skills. Mentors at BASF also keep in contact until they have completed their degree and can be recruited.

To combat the shortage of skilled workers in production and technical areas, due among other factors to demographic-related declines in Ludwigshafen, Germany, we have strengthened our social media presence, for example, to alert qualified specialists to new career prospects at BASF.

We once again achieved high scores in a number of employer rankings in 2020. For example, in a study conducted by Universum, engineering and IT students ranked BASF as the 51st most attractive employer in the world (2019: 47th). In North America, DiversityInc named BASF as one of the top 50 companies for diversity in recruiting for the eighth consecutive year. In Asia, Top Employer recognized BASF China as one of the best employers for the eleventh time in succession. In South America, BASF was recognized by Valor Econômico newspaper as one of the employers with the best personnel management in Brazil.

The BASF Group hired 6,340 new employees in 2020. The percentage of employees who resigned during their first three years of employment – the early turnover rate – was 1.0% worldwide in 2020. This turnover rate was 0.7% in Europe, 1.5% in North America, 1.8% in Asia Pacific and 1.8% in South America, Africa, Middle East. Our early turnover rate is therefore at a desirable low level.

BASF Group new hires in 2020


December 31,

Of which
women (%)




North America



Asia Pacific



South America, Africa, Middle East






As of December 31, 2020, the BASF Group was training 3,120 people in 15 countries and around 50 occupations. We spent a total of around €113 million on vocational training in 2020.