Fette Compacting combines the culture of a family-owned mid-sized business with the innovative strength of a global technology leader. In a competitive labour market, however, attractive jobs alone are not enough. It is equally important to show what people can achieve together – and the difference their work makes.
How can we tell the story of Fette Compacting’s team spirit and purpose in a way that appeals to new talent and strengthens existing employees’ connection with the company?
The new guiding principle, “Together – for quality of life”, was developed in close partnership with Fette Compacting, from the first idea through to its adoption. It brings together what defines the company: working alongside its customers to improve quality of life.
Applied to the employer brand, this means communication that connects people and career paths – from production staff and engineers to managers, apprentices and dual-study students. Together becomes more than a promise to customers: it becomes a shared experience within the team.
Under the guiding principle of “Together”, Klondike translates Fette Compacting’s employer brand into a versatile campaign platform. Each message puts the word into a new context and asks what becomes possible together: Grow. Explore. Build. Progress. Create. Learn. Succeed. Employees are the faces of the campaign, bringing its sense of teamwork and approachability to life. The hashtag #FCglobalfamily and the landing page www.fc-gf.com bring all channels together in one place. The campaign runs online and on site. At ACHEMA, the HR exhibition wall brings the employer brand into the live experience.
The campaign launched with advertising visuals, the careers section of the website and LinkedIn Sponsored Content. Digital job ads, a local poster campaign around the Schwarzenbek site and public transport advertising followed. The HR exhibition wall at ACHEMA also brought the employer brand to life.
“Together – for quality of life” gives employer brand communication a clear, shared direction. The campaign translates team spirit and purpose into messages for different audiences, making the employer brand visible at relevant career and recruitment touchpoints.
