Goldbeck GmbH is experiencing continuous growth. In 2012, the company plans to develop an employer brand to put the idea of joining Goldbeck in the forefront of the minds of Right Potentials, and to retain and improve employee enthusiasm for Goldbeck.Task:
Assessing employer attractiveness and identifying potential for optimization concerning work reality. Developing a sustained positioning as a strategic basis for later internal and external communication based upon the results. Developing a guiding principle across target groups.Solution:
After deciding on the guiding principle, “We distinguish ourselves”, motifs for employer positioning were developed in 3 steps: Identification of appropriate topics per target group based on telephone interviews with employees. Based on the results, the creation of a detailed concept of text composition and tonality. Development of fitting image motifs including description/sketching based on the available topics and texts.