Stepstone - Die helfende Hand, wenn es um Jobs geht
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Details
Job change? Yes! But how? 2/3 of employees are not happy in their job. Instead of changing their job, they remain in their unsatisfying situation due to convenience and high barriers to change. This is where the online job platform Stepstone comes in with its new brand campaign, introducing the brand as the "Helping Hand": as soon as job problems arise, Stepstone presents a solution and the right path to a better job. The "Helping Hand" works: all-time high in unaided brand awareness and brand visits. Thanks to significantly increased demand across all target group segments, Stepstone became the most visited German job platform in 2024.
The Jury‘s Statement
Stepstone, a leading online job platform, addresses a key societal issue with its campaign: dissatisfaction in the workplace. Using the metaphor of the “helping hand,” it succeeds in establishing a clear, memorable message that is both emotionally and strategically compelling. The campaign combines precise target group engagement with consistent design and demonstrates outstanding execution. Particularly noteworthy is how the platform creates genuine added value through comprehensive communication, thereby sustainably enhancing its brand presence.
