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The Employer Brand of the Federal Network Agency

Task

Like many other federal agencies, the Bundesnetzagentur is increasingly confronted with challenges arising from the skilled labor shortage.
To remain competitive in the job market, it needed a strong, authentic employer brand.

Strategy

We rebuilt the employer brand from the ground up. We started with a comprehensive analysis of all external communication as well as internal perspectives and processes. The insight: the Federal Network Agency is nothing like your stereotypical bureaucratic institution – that became our starting point. With the new employer-branding claim “Germany’s Network. Your Future.” and a modernized corporate design, we addressed key target groups via LinkedIn, XING and kununu.

Result

A clear strategy, a coherent visual identity, pointed messages on relevant channels and attractive benefits have strengthened the BNetzA’s reputation as an employer. Within the first four weeks, follower numbers quintupled.
Images from our out-of-home advertising were shared and celebrated on LinkedIn.
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