Employer Branding
AWO Ruhr-Mitte.

The shortage of skilled workers poses growing challenges, particularly for the social sector. To stand out from the competition in the race for the best talent, more and more companies are turning to professional employer branding.

For Arbeiterwohlfahrt (AWO) Ruhr-Mitte, we developed an employer brand that sets new standards in terms of both content and visuals. The goal was to engage employees, introduce a new corporate culture, and embed it in their day-to-day work.

At the heart of the new brand identity are the taglines“Heart drauf!” and“Wir arbeiten Heart!”. They tie directly into the iconic AWO heart and translate the existing brand identity into a youthful and memorable language. The result is an employer brand that conveys a strong stance while remaining approachable. The presentation of the taglines, corporate design, and mission statement to approximately 1,200 employees was met with great enthusiasm.

The new employer brand has laid the foundation for strong employer marketing, which is now being consistently expanded. Additional touchpoints, such as videos on the careers page and an eye-catching trade show booth, are ensuring greater visibility.