Employer branding film
Who’d thought plaster board could be so exciting…
Founded in 1932, Knauf is one of the world’s leading manufacturers of construction materials, with 40,000 global employees and counting. And what better place to start but with a brilliant employer branding film.
Belonging is a human instinct
We were super excited to get on board with Knauf from the very start and create a new EVP and employer brand with film being its driving force. From office to shop floor, we knew we’d need to dig deep to find the emotional attachment between all employees. And a stand-out film coupled with a career site refresh would ensure a good volume of quality applicants continued to apply and create a fantastic candidate journey.
What we did
We knew our 7 point EVP process, with a good mix of focus groups would uncover the secret sauce. We took a deep dive into the organisation to discover what makes Knauf tick, what it was that brought all these people together and kept them together.
No more is it true than in today's society that people actively look for organisations that they believe in and want to be a part of. That feeling of belonging, that is hardwired into our genes. And WOW! Did we see this at Knauf…
And so the ‘I belong’ concept was born, and from this we created a powerfully emotive film that spoke about our human need to belong. We then extended the concept to incorporate ‘I belong’ into every aspect of the candidate journey, from hiring to employee engagement.
Did it work?
You bet. Our focus groups and survey gave us a unique insight into what working at Knauf is really like, which enabled us to share that as authentically as possible in Knauf’s EVP and Employer Brand. Dramatising that in our film meant that we could speak to candidates present and future about what makes Knauf an empowering employer.