The employer branding process began in October 2020 with the aim of defining the employer positioning via brand values, the brand essence as an employer and a binding employer promise to (potential) employees. KVM+GA wanted to know: What are we like as a company, what do we want to be like in the future and what do we want to say about ourselves? The entrepreneurial North Star was to become the most attractive employer in the service company market in the Halle and Magdeburg region. In order to make this primary objective measurable and validatable, we translated the targeted employer attractiveness into employee loyalty, low staff turnover, a high recommendation rate and the quality and quantity of incoming applications - in other words, employee retention and recruitment. 

We enriched this focus with additional "soft" secondary objectives that repeatedly utilise and incorporate the employer brand as orientation internally, in cooperation with one another and in corporate communication as such. 

In conjunction with the new word/image brand, the creative master concept developed with PIO forms the overall design framework with its own claim, its own imagery, channel-specific formats and complementary corporate colours, taking into account the design specifications of the parent company. The public image of KVM+GA as an employer is thus standardised, memorable and differentiated in terms of visual perception. 

The personal strength of the employees as well as the collective strength of all those involved are not only clearly visible in the logo, but are also emphasised in the communication of content, recruiting campaigns and the direct approach via the careers website. The focus of all measures is on obtaining an authentic view of the company and the daily performance of its employees. 

In the process, in which all levels of the company are involved, we proceed with both long-term strategic and short-term operational measures, which we make possible thanks to an agile setting and collaborative planning. For example, we can provide ideal support for the graphic and content implementation of a vaccination campaign or the design of the onboarding process, conduct video interviews with employees or support the market launch at a new location. We record the effectiveness of our measures in regular reports, make decisions together based on data and thus successively optimise the further design of our strategy. 

Based on the jointly developed employer brand and positioning, we were able to lay the foundation for coherent internal and external communication. It puts employees and potential applicants at the centre of attention. This helped KVM+GA to recognise and address the needs of its employees in a targeted manner and to derive meaningful measures that contributed to the brand and its own self-image. Internal experience and external credibility are the key words here. 

With our recommendations for action and the implemented measures, we were able to jointly realise the previously formulated messages and fill them with life. This everyday evidence of the promise made to employees initially led to a higher recommendation rate. At the same time, the consistent and coherent communication of the company's experiences to the outside world - especially by the workforce - led to an increase in the number of applicants and ultimately the recruitment rate.