Wir machen Straßen fürs Leben: Erlebbarmachung der Arbeitgebermarke Straßen.NRW
Winner
Excellence in Brand Strategy and Creation
Employer Branding Activities and Campaigns
Details
Every day, the employees of Straßen.NRW work to improve mobility in North Rhine-Westphalia. To ensure this can be sustained in the future, a cultural and strategic transformation was initiated. Based on qualitative interviews, quantitative studies, and secondary analyses, a strong employer brand was strategically defined, centred around the core idea and claim “We build roads for life.” This employer brand forms the foundation for internal activation, campaigns, and leadership development. The results are outstanding: 68 % of employees are proud to work at Straßen.NRW, and 32 % of employees are familiar with the claim.
The Jury‘s Statement
Following a profound structural turning point, Straßen.NRW consistently redeveloped its employer brand from its public mandate. The claim "Wir machen Straßen fürs Leben" ("We build roads for life") links social relevance with professional perspective and carries the brand idea coherently into leadership, culture and recruiting. The breadth of the implementation across the careers site, target group messaging and internal programmes shows that this created not just communication, but a shared sense of identity.
