"SEI DU. SEI WIR."
Winner
Excellence in Brand Strategy and Creation
Employer Branding Activities & Campaigns
Details
The passenger numbers of HOCHBAHN are growing – and so is the shortage of skilled workers. But why should one work there? We found the answer in dialogue with employees. At HOCHBAHN, you can be who you are – with a strong community that has your back. Therefore, we came up with a new slogan: SEI DU. SEI WIR. Genuine, natural pictures of employees show Hamburg what that means. The result? A performance forecast that has been far exceeded. For example: + 103% more contacts and + 129% more clicks.
The Jury‘s Statement
Hamburger Hochbahn is one of the largest public transport companies in Germany and faced the challenge of successfully recruiting personnel in a highly competitive job market. With "BE YOU, BE WE." It transformed itself from a classic employer brand to an employee and employee-centered approach that convinces with authentic insights and unaffected images of employees. This step made it possible to present a strong community in which one can be as one is. With almost 57 million impressions, the campaign has not only exceeded the projected goals, but also set a clear signal for the attractiveness and humanity of the brand.
