Consultant (m/f/d) Employer Brand Creative Concept

Background to the task:

We are not perceived as attractive enough as an employer in the talent market. Brand awareness of the employer brand is insufficient. Growth and insourcing lead to high recruiting volumes. At the same time, incoming applications are decreasing. Open positions are largely hard to fill due to specialization and the competitive talent market. Different recruiting activities are currently being carried out by various company divisions, leading to brand fragmentation. The Employer Branding Reboot project aims not only to increase employer awareness and attractiveness but also to standardize the presence both internally and externally. The EVP has already been outlined internally. Building on this, the next phase of the project now begins.

Tasks:

• Develop a creative concept and a visual identity taking into account the EVP cornerstones, existing brand guidelines, and all channels and touchpoints. This includes

• Formulating the EVP in the form of an Employer Brand Positioning Statement, a Unique Employment Proposition, and a Cultural Fit Description

• Developing a central slogan (in English and/or German) for use on our career websites as well as for communication, recruiting, and employer image campaigns

• Developing several creative routes for visualizing the employer brand within the existing guidelines and considering the requirements of different applications, channels, and formats (e.g., video)

• A draft redesign of our career page(s) based on the preferred route.

• Developing an Employer Brand Guide

Our vision:

• The ultimate goal of employer branding is to become a brand.

• We attract and retain the talent we need.

• As a preferred employer, we are at the top of the list for talents who are committed, question conventions, and believe in themselves.

• Based on our identity, we communicate who we are, what sets us apart, and where we want to go.

• We position ourselves clearly, giving talent guidance when they consider us as an employer.

• Our employer brand provides the framework for strong HR marketing measures, a powerful recruiting organization, and identity-building internal initiatives.

• Our employer brand is part of an integrated brand strategy.

Creative expectations:

• A concept of the highest creative excellence that charges emotionally, clarifies who we are, how relevant we are, and that our company is an excellent choice as an employer.

When is the measure successful?

• Application numbers increase
• We achieve a tangible and visible presence in the employer market (tech industry)

• Communication expert with specialist knowledge as copywriter/art director is a big advantage

• Several years of experience working in a marketing/communications agency is a big advantage

• Very good German and English skills