Lebenswerte Arbeitsplätze
Winner
Excellence in Brand Strategy and Creation
Employer Branding Activities and Campaigns
Credits
Company / Customer
Agency / Design
Details
The recruiting campaign “Livable Workplaces” positions Stadtwerke Pforzheim as a modern and attractive employer in a highly competitive job market. Using a bold, surprising and likeable visual language, the campaign combines provocative headlines with authentic messages delivered by real employees. Humour is deliberately used as an attention‑grabbing element to emotionally engage potential applicants while clearly communicating values such as purpose, security, development and modern working conditions. The campaign is implemented across multiple channels and has achieved measurable success in both application quality and employer perception.
The Jury‘s Statement
In the competition for skilled professionals, Stadtwerke Pforzheim lacked one thing above all: a clear profile as an employer brand. The campaign "Lebenswerte Arbeitsplätze" ("Workplaces Worth Living") addresses this task with a distinctive tone of voice that uses humour not as an effect, but as an entry point to relevant messages about security, purpose and development. Real employees, striking headlines and consistent rollout across all touchpoints create employer communication that turns attention into well-founded perception.
