Employer Branding
#1ofUs | #WeAre1
With demand for scientists, researchers and technologists at an all-time high, finding (and keeping) the best science and tech talent has never been so tough. To attract new employees to Covestro, we created a people-centric employer brand.
We developed a flexible design concept. Anchored by the unifying "1" icon, the two wordmarks – WeAre1 and 1OfUs – symbolize the importance of every individual.
The company logo sets the color scheme for all design elements. We refined existing elements and established a symbol that fits both internal and external communications. Used internally, WeAre1 embodies solidarity, cohesion and safety within the company. Meanwhile, 1OfUs, utilized externally, invites individuals to join a community of changemakers.
To launch the new employer brand, we created target-group specific recruiting campaigns in the USA, Germany and China. But the ads weren’t about jobs; they were about stories. Individual employees stepped into the spotlight, showcasing their personal impact within Covestro, painting a colorful picture of the organization.
The corresponding social media strategy touched target groups at different career levels and from a wide variety of professional fields. Always in focus: the joy of the job. Across the globe, we captured employees’ enthusiasm.
With its globally recognizable design system and messaging, Covestro’s new employer brand will play a major role in supporting and nurturing the company’s HR and recruitment activities in the years to come.
Role: Strategy, Concept & Copy
Client: Covestro
Agency: Fork Unstable Media
