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The Employer Brand of the Federal Network Agency

Task

Like many federal agencies, the Bundesnetzagentur faces increasing challenges from the skilled-labor shortage.
To remain competitive on the job market, it needed a strong, authentic employer brand.

Strategy

We rebuilt the employer brand from the ground up. A comprehensive analysis examined not only external communication but also internal perspectives and processes. The insight: the Federal Network Agency is nothing like the stereotype of a bureaucracy – and 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 through 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 employer reputation. Within the first four weeks, follower numbers increased fivefold.
Images from our out-of-home campaign were shared and celebrated on LinkedIn.
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