Stadt Kirchheim unter Teck – Entwicklung Arbeitgebermarke
Winner
Excellence in Brand Strategy and Creation
Brand Strategy of the Year
Details
The challenges of recruiting staff are becoming increasingly complex – even in administration. With this in mind, we have developed the new employer brand with the involvement of employees. The central argument in favour of the city as an employer is that apparent contradictions such as ‘private life’ and ‘career’ as well as ‘team spirit’ and ‘independence’ are resolved. Working for the city is never ‘or’ but always ‘and’. Employees do not have to choose. Visually conveyed in the form of the & sign as well as a broad colour palette and real employees who underline the variety of possibilities.
The Jury‘s Statement
The city of Kirchheim unter Teck has created an impressive example of strategic brand management with its new employer brand. By harmoniously uniting apparent contrasts such as work and private life, it positions itself as a modern, authentic employer. The & symbol, as the central design element, represents connection and diversity, while featuring real employees makes the campaign relatable and credible. The clear strategic focus and creative execution make this project an outstanding contribution to brand strategy.
