Binder GmbH Behälter- und Apparatebau –
Employer Branding Strategy

The Project: Attractive Positioning as an Employer Through Targeted Employer Branding

Die Binder GmbH Behälter- und Apparatebau, a medium-sized company based in Crailsheim, tasked us with developing and implementing an employer branding strategy to position itself as an attractive employer in the competitive market. Our goal was to attract highly qualified employees and retain them long-term by authentically conveying Binder’s unique values and corporate culture.

The Challenge: A Thoughtful Strategy for a Strong Employer Brand

At the start of the project, we analyzed the competitive landscape and conducted in-depth discussions with the management to capture the company’s core values. A two-day workshop with employees from various departments helped us gain deeper insight into Binder’s corporate culture and develop an authentic employer branding strategy. Based on these insights, we worked with the client to set clear goals: attracting qualified professionals, increasing employer awareness, and fostering employee retention.

Our Solution: Holistic Concept with Multi-Channel Campaign

With a comprehensive action plan, we moved forward with targeted execution. The employer branding campaign for Binder included a combination of trade fairs, print media, outdoor advertising, and digital channels to reach potential employees across multiple touchpoints:

  • Logo Relaunch, Slogan, and Business Stationery: We redefined the company’s visual identity with a logo relaunch. A concise slogan was developed, and professional business stationery rounded off the new design.
  • Trade Show Booth and Materials: We designed an appealing trade show booth for job fairs and career events, which communicated the company’s core values and sparked the interest of potential candidates.
  • Company Website and Recruiting Film: The website was redesigned and supplemented with a user-friendly job portal that facilitates easy applications. We also produced a recruiting film that gives an authentic look into daily life at Binder and showcases the company culture.
  • Job Ads and Print Products: We created targeted job ads for print and online platforms, tailored to the needs and interests of professionals in production and administration as well as apprentices.
  • Recruiting Flyers and Corporate Brochure: We also produced informative flyers and a company brochure highlighting career opportunities at Binder, offering an authentic insight into the company.
  • Billboard Advertising and Social Media: To increase regional visibility, we placed billboards in the surrounding area. Additionally, we expanded Binder’s social media presence to actively target potential candidates on platforms like LinkedIn, Instagram, and Facebook.

The Result: A Strengthened Employer Brand and Increased Applicant Reach

The targeted employer branding campaign significantly increased Binder GmbH’s recognition as an attractive employer in the region. The combination of a modern online presence, a well-planned trade show appearance, and targeted print advertising led to greater reach within the relevant target groups. Particularly, the recruiting film and the redesigned website were well received and contributed to the company’s authentic image. The film also performed well as cinema advertising.

Conclusion: Successful Employer Branding Through Creative Strategy and Versatile Execution

Our collaboration with Binder demonstrates how important a comprehensive and strategically aligned employer branding campaign is for long-term employee recruitment. With clear messages, an authentic design, and targeted communication, we successfully positioned the company as an attractive employer. We look forward to continuing this journey and supporting Binder with future challenges.