Stadt Kirchheim unter Teck – Entwicklung Arbeitgebermarke
Winner
Excellence in Brand Strategy and Creation
Employer Branding Activities and Campaigns
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 delivered an impressive response to the challenges of talent acquisition in the public sector with its employer branding project. The central message “Working for the city is never ‘or’, but always ‘and’.” is powerfully conveyed through the iconic &-symbol and a colorful, diverse visual identity. Particularly noteworthy is the authentic integration of real employees, who credibly embody the employer's values and opportunities. The strategically well-thought-out, data-driven approach combines with expressive design to create an employer brand that not only differentiates but also inspires. This project impresses with its clear messaging, emotional depth, and consistent implementation that puts people at the forefront.
