Development of an employer branding strategy & microsite

GMW #careerculture is the career program developed personally for Glade Michel Wirtz. This was to be transported into the digital space through consistent storytelling and inspire top career starters. An employer branding strategy and a dedicated microsite were developed for this purpose.

Employer Branding Analyse

To develop an employer branding strategy, the initial situation was first analyzed. This revealed that recruiting and personnel development were being carried out intensively, but with little strategic foundation.

A large number of multi-channel activities were taking place without central management or networking and without conscious brand management.

After developing a brand identity for the company, core statements and core characteristics were derived for the employer brand.

Employer branding challenge

Due to the company’s continuous growth, there is a constant need to recruit new talent. Added to this is the strategic decision to only employ “home-grown” young talent and the best graduates, which makes recruiting more difficult.

Due to the bottleneck, it was decided to develop a short-term, medium-term and long-term recruiting strategy.

Parts of this strategy include current and future measures to find and attract applicants, further development of the HR concept and personnel development as well as the establishment and development of an employer brand.

Employer branding results

Analysis of positioning as an employer in competition on relevant dimensions
Identification of applicant groups according to predefined criteria & definition of selection criteria
Review of recruiting activities on four analog and digital impact dimensions
Suggestions for new weighting of activities and proposal of new measures
Review of current activities and recommendation for their further development
Creation of an overview of measures with evaluation and monitoring function
Definition of brand architecture and campaign strategy for recruiting/employer branding
Development of positioning for communication strategy with core message, benefits, reasons why
Allocation and definition of media and motifs, claim for existing and new media
Development of a campaign claim as the basis for storytelling in all media
Determination of terminology for personnel/career concept and corresponding visualization
Submission of complete employer branding concept for awards

Part of the employer branding strategy was the development of an independent career microsite.

An elementary component of the microsite is conveying the special GMW feeling through images, moving images and text. This feeling is reflected throughout the microsite. The firm provides very intimate insights into everyday life, making potential applicants feel immediately welcome.

JUNGMUT not only took on the conception and development of the visual language and storyboards, but was also responsible for the photo and video shoot as well as mastering and retouching.

Based on the preliminary work in the career microsite project, the main website of the Glade Michel Wirtz law firm was also relaunched.

The modules already developed during the process and the image concept were used as the basis for giving the main pages their new look.

This created a coherent corporate site for the Glade Michel Wirtz brand in addition to the very personal career site.