Brand ID and recruitment campaign

Pieron GmbH is looking for young people with more than just good references — we want to get to know real personalities, regardless of shyness or the ability to give perfect answers. The employer brand should gain new radiance in an authentic and human way.

‍From understanding to implementation
‍Our client, Pieron GmbH, initially approached us with a request to produce video content for TikTok. However, in line with our philosophy – Listen. Understand. Create. — we first wanted to uncover the real challenges behind the request.

Analysis and problem definition
It quickly became clear that the core challenge was the low number of applications for industrial apprenticeships. Additionally, an analysis revealed that the existing careers page failed to convey the strengths of the employer brand and was not user-friendly. Many of the benefits and aspects of the corporate culture remained hidden. These findings enabled us to lay the foundation for a strategic improvement of the employer brand.

Strategy development in the workshop
During an intensive two-day workshop, we collaborated with Pieron GmbH to develop the key building blocks of their employer brand. Through interactive group exercises and targeted interviews with trainees and training managers, we gained an authentic understanding of the corporate culture. This image formed the basis for a clearly defined positioning that presents the company as forward-looking and appealing to Gen Z.

Brand positioning with EBIE
To anchor the employer brand effectively, we employed our proven EBIE model (Explorative Brand Identity Development). This approach produced a long-term, consistent brand message specifically designed to appeal to trainees. The central message we formulated was:''No matter if you...'' – a promise that emphasises both the diversity and the appreciative culture at Pieron.

Visualisation with Stylescapes
Based on the values we developed, we created a visual identity which we presented in the workshop using Stylescapes. These visual worlds helped illustrate the design concept and establish a shared vision for the employer branding campaign. The client's enthusiasm showed that this direction suits both the Pieron brand and Generation Z.

Development of a targeted landing page
As the previous careers page did not provide the desired user experience, we created a modern, mobile-optimised landing page. The content is concise and the design is fluid and appealing — perfect for Gen Z's mobile usage behaviour. Rather than inviting people to apply directly, the page encourages them to register for ''Pieron Night'', a special event at which the trainees themselves will guide potential applicants through the company and provide personal insights.

Authentic visual language through a photoshoot
To achieve this, we held a photo shoot focusing on both trainees and experienced employees. The resulting images reflect the openness and team spirit that characterise the Pieron brand, offering a glimpse into the real working world.

Social media ads and poster campaign
To launch the campaign, we placed targeted social media ads on Instagram that were adapted to the user behaviour of the target group and brought to life with animations. For an offline presence, we used 38 city billboards with QR codes that led directly to the landing page — a cross-media concept that reaches potential applicants both online and offline.

Pieron GmbH generated significant interest through a high-reach social media campaign and 38 billboards throughout the city. Potential applicants can register for the ''Pieron Night'' on a dedicated landing page, where they can find out everything they need to know about the company. This strengthened the employer brand, positioning it as an inviting, people-oriented employer in the region.

• Landing Page
• Social Media campaign
• OOH campaign
• Positioning

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