With almost 50,000 customers a day, Konsum Leipzig eG supplies a considerable part of the city with fresh food and everyday necessities. The 60 branches are often integrated into residential neighbourhoods and provide structure for local businesses. And the company's 1,000 employees also see themselves as friends and helpers. 

After thorough analyses and workshops with managers and employees, we developed the Employer Value Proposition (EVP) - the value proposition of Konsum to its employees. The EVP forms the strategic basis for all internal and external employer branding measures. The Konsum team thus became the "Konsum family". Authenticity and humanity are at the centre of the new identity-forming employer brand. The attributes of true-to-life, familiar, fair and consistent are conveyed by the claim "For you. With us. Together." 

From the classic OOH campaign to social media and employee events through to the recruitment campaign, all relevant points of contact with the brand in internal and external communication are consciously and successfully implemented. Always with the aim of making the employer brand tangible internally in the everyday lives of employees and externally for potential applicants. 

When recruiting employees, the creative and communication concept focuses on the potential contact points along the candidate journey of the various target groups. The visual language picks up on real, communal and true life. In a six-week recruiting campaign, we present authentic situations from the working world of individual sales employees in photos, videos and short interviews. 

With the "Konsum family", we have established a very authentic employer brand that reflects the nature and values of Konsum Leipzig eG: familiar, true-to-life, fair and consistent, emotional, fresh, lively and professional. By involving employees in internal and external communication measures, we were able to strengthen the already high level of identification of employees with Konsum as an employer and make it even more effective.  

During the six-week recruitment campaign, Konsum Leipzig eG received over 245 applications for its job advertisements - 60% more than in the first half of the year as a whole. This resulted in 75 job interviews, which led to 59 new hires.