Heidelberg Materials

An international employer branding system built to attract diverse talent across markets, channels and touchpoints.

PROBLEM

Heidelberg Materials needed an international employer branding concept that could strengthen its profile as an employer across highly competitive target groups — from IT and engineering to blue-collar talent and students. The challenge was to build a stronger employer brand, increase attractiveness and create a system that could work across channels and international markets.

SOLUTION

I helped develop an employer branding system built around real employees, data-based audience insights and a scalable creative framework. The concept translated into six target-group-specific key visuals, a two-day photo and video shoot, an international toolbox for local rollouts, internal activation through HeidelMates and modular applications from social assets to trade fair materials.