Sparkassen-Finanzgruppe: Arbeitgeber-Markenkampagne 2024
Gold
Excellence in Brand Strategy and Creation
Employer Branding Activities and Campaigns
Credits
Company / Customer
Details
In the long-term, the Sparkasse needs to fill 30,000 new positions. Therefore, they launched the possibly biggest cultural change in its history. As an employer, enjoyment, support and success are key strengths that define their employer positioning from 2024 onwards, which is visible through their communication: an image campaign supports brand image, a recruitment campaign provides clear incentives for applicants and an internal campaign involves and motivates existing employees. With success: the perception as attractive employer is massively strengthened, applications are doubled, and employee participation reached an unprecedented level.
The Jury‘s Statement
The Sparkassen-Finanzgruppe has initiated a remarkable transformation with its employer branding campaign. With a clear employer positioning that highlights joy, support, and success, the project combines strategic precision with emotional depth. The integration of image, recruiting, and internal campaigns creates a holistic communication approach that appeals to external talent while motivating internal employees. Particularly impressive is the integrative approach, which considers regional characteristics and effectively utilizes digital channels. This campaign demonstrates how a long-established brand can be perceived as a modern and attractive employer through consistent brand work. The results underscore the sustainable quality of this campaign, which sets standards in its execution.
