Bayerische Wasserwirtschaft

Employer Brand / Recruitment Campaign

BACKGROUND

Water is an increasingly precious resource

This is also true in Bavaria, where the water supply has so far remained stable despite climate change. Its 17 water management authorities, located throughout the state, are responsible for protecting water – and protecting people from water. They need employees from a wide range of professions and disciplines. As public-sector employers, they face particular challenges in competing for qualified specialists.

A comprehensive image and recruitment campaign is designed to address this, highlighting the specific benefits that make a career with Bavaria’s water management authorities attractive.

// A joint project with our subsidiary
Peter und der Wolf Communications

This video is an abridged version.

OUR JOB

A comprehensive image and recruitment campaign highlights the distinctive advantages that make Bavaria’s water management authorities attractive employers.

Clean water is a basic human need, as is protection from water’s destructive force. Working towards these goals is purpose in its purest form.
A job in water management offers security and long-term resilience, whether as a civil servant or an employee under a collective agreement.
Despite the commitment the work demands, working conditions are both well regulated and flexible.

THE IMPLEMENTATION

Is water your element? Join the water professionals!

With the core message “Is water your element? Join the water professionals!”, we address audiences from a wide range of professional and educational backgrounds, including:

Natural sciences: chemistry, biology, geology and hydrology
Engineering: civil and environmental engineering, geography
Technical professions: chemical laboratory technicians, draughtspeople, biological technical assistants and more
Skilled trades, such as bricklaying and waterway construction
Organisation, IT and administration

STRONG BRANDING, HUMAN IMPACT AND FASCINATING CONTENT

To develop the campaign, we immersed ourselves in employees’ day-to-day work, visiting almost all of Bavaria’s water management authorities. The result was a comprehensive series of portraits of people, their work and their enthusiasm for water. Strong branding, human impact and fascinating content define the campaign.

RESULTS

The campaign inspired enthusiastic participation from employees from the outset. Its launch was celebrated with the team at a rollout event in Schwarzenbach in the Upper Palatinate. Interest in job vacancies and growing awareness of water management across Bavaria confirm that employer branding and recruitment should focus on purpose and on employees as ambassadors. This creates a threefold effect: