Privatmolkerei Bechtel
Best of Best
Excellent Brands
Employer Brand of the Year
Credits
Company / Customer
Agency / Design
Details
Bechtel Private Dairy, based in Schwarzenfeld in Upper Palatinate and employing around 1,000 people, positions itself as an attractive, future-proof and authentic employer in the region. As part of a participatory employer branding project, the brand identity and the core employer branding proposition “Your future, full to the brim! With #HomeAdvantage!” are implemented. The result is a holistic application and onboarding journey that delivers externally what has been jointly developed and lived internally: a future full to the brim with diverse job and career opportunities, numerous Bechtel benefits and much more.
The Jury‘s Statement
In the competition for skilled workers, regional recognition alone is no longer enough. The private dairy Bechtel is tackling this challenge with an employer brand developed from its own culture, which projects the same values externally as those upheld internally. A participatory process engages employees across all levels of the organisation and translates the company’s identity into a clear message with strong regional roots. The design and language remain accessible without becoming generic. The visual identity, the refined corporate design and the tone of voice underpin the claim of a future-proof perspective with a local connection. Of particular relevance when engaging with applicants is the mapping out of the entire journey, from initial contact through to onboarding. Here, brand work has not become a one-off campaign, but a sustainable system for recruitment, long-term retention and cultural self-assurance.
