Evonik

A global employer brand with emotional storytelling at its core.

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The challenge

Since their last EVP, the world had changed a lot. New generations brought new expectations, and for Evonik, it was time for a new strategy and EVP. With an extensive global footprint, Evonik needed an employer brand that would drive awareness and support business growth. It needed to resonate worldwide, while adapting to regional differences in culture, work and expectations.

The strategy

We needed an innovative employer branding framework that would give Evonik the power to communicate consistently – and meaningfully – across their global talent pool. Whether to attract, engage or hire – across the whole candidate and employee experience – this employer brand needed to be agile. It needed to have the ability to flex for diverse target audiences, deliver unique messages and adapt for location-specific activity.

The solution

We spoke to employees at all levels and in all locations. The story of Evonik being full of talented, excited and empathetic colleagues was what set the company apart. To tell that story, we created "Be Part of Something Special." – Evonik’s Employer Brand Promise. Using double-exposure imagery and headlines with dual meaning, we brought to life the multi-dimensional nature of what it means to join the Evonik family, and the difference each employee can make.