Work of
special value
Employer branding for the Deutsche Bundesbank
The Challenge
The Deutsche Bundesbank wanted to realign its employer presence – authentic, distinctive and contemporary. The goal: to attract qualified specialists and motivate employees to actively help shape the transformation of the financial world. As Germany’s central bank, it stands for stability and trust. This responsibility should be reflected in its employer presence too – relevant, credible and appealing to young talent and experienced experts alike.
The Idea
Working at the Bundesbank has special value – in a double sense. Employees not only safeguard stable monetary value but also embody values such as purpose, reliability and sustainability. This conviction became the campaign “Work of special value.” Authentic portraits meet a fresh illustration style, inspired by the colors and elements of the euro banknotes – modern, distinctive and with a clear point of view.
Execution
The campaign was rolled out across channels – from the career website and social media (LinkedIn) to trade-fair appearances and internal communication. The result was a consistent brand experience across every touchpoint.
Illustrations
A selection of employees was artistically rendered by an illustrator engaged specifically for the project, echoing the design of the banknotes and the Bundesbank’s corporate identity. The motifs were used, among other things, for the social assets.
Success
9 million impressions. 10 locations. One month of maximum visibility.
With a one-month out-of-home and DOOH campaign, Deutsche Bundesbank’s employer branding measures achieved around 9 million impressions. At ten locations across Germany, classic outdoor advertising and around 700 digital DOOH screens ensured high visibility for the new employer brand among the relevant target groups. The new employer branding message was thus anchored prominently in public space, sustainably strengthening the employer positioning.
