START ORANGE
Winner
Excellence in Brand Strategy and Creation
Employer Branding Activities & Campaigns
Details
Under the slogan WORK ORANGE, we bring together our employees worldwide at Blum. With our cross-media apprenticeship campaign, START ORANGE, we consistently continue this motto. The focus of the campaign is the recruitment of 90 technically-oriented young people. In order to reach and inform the target group, who have a high affinity for digital topics, as effectively as possible, an interactive platform with gaming elements complements our campaign: The Metaverse of Apprenticeships at Blum.
The Jury‘s Statement
With START ORANGE, Julius Blum GmbH was able to set a remarkable milestone in addressing and attracting young, technology-enthusiastic talents. Through the innovative combination of a lively brand communication with an interactive platform that uses the Metaverse, Blum creates a new dimension in apprentice recruitment. By starting exactly where the target group moves anyway - in the digital space -, Blum demonstrates an extraordinary understanding of the needs and living environment of generations Z and Alpha. This forward-looking approach, coupled with a strong sense of community under the motto WORK ORANGE, sets Blum apart from other employers and sets new standards in the industry.
