5 questions about the new employer branding campaign
Getzner Textil's new employer branding campaign was launched at the beginning of September with the claim ‘Unfold your potential’. It is an invitation to develop yourself further and realise your potential. Marketing Manager Ulrike Kraler explains in an interview what makes the claim so authentic.
#1 What is behind the claim ‘Unfold your potential’?
Ulrike: With ‘Unfold your potential’, we want to invite potential employees - but also existing ones - to develop further at Getzner Textil, both professionally and personally. The special thing about it is that the claim creates a bridge to our product - the fabric - and is therefore authentic and not interchangeable. Everyone at Getzner Textil comes into contact with our fabric in one way or another. This sensory experience, when the fabric unfolds and spreads out, is unique to us and we make it visible to the outside world.
#2 How does Getzner enable textile development?
Ulrike: The company offers flexible working models, particularly in the administrative area, but also in production, for example, care is taken to ensure that parents' shifts are coordinated. In addition, all employees benefit equally from numerous offers at Getzner Textil. Whether it's the company childcare facility, which creates space for work and private life, the job ticket or an extensive further training programme. ‘Develop yourselves’ is intended to highlight all these opportunities and is in line with our values.
#3 What values are important to Getzner Textil?
Ulrike: We associate ‘unfold yourselves’ with positive words such as courage, strength and potential. These are all attributes that are reflected in our values. The visual realisation is also in line with our values: it puts people at the centre, confident in its appearance, anchored in the regional environment. Our agency has managed to form a comprehensive picture of our company and to realise this in a coherent creative concept. We would like to praise ‘zeughaus’ for this.
#4 How is such a campaign created?
Ulrike: We started the project back in March last year. When it comes to employer branding, it is important that the HR and marketing departments pull together. To ensure good coordination, I first organised a joint workshop. The results of this were then moulded into a comprehensive briefing with content from our mission statement and brand strategy. This also served as the basis for the request for proposals. We then decided in favour of ‘zeughaus’ and commissioned them to develop a creative concept. The claim ‘Unfold your potential’ and the visual realisation convinced us straight away. This was followed by numerous tasks and coordination meetings as well as extensive days of shooting. But we think the result is impressive.
#5 What was your personal highlight?
Ulrike: I will remember the shooting days in particular. To capture the perfect lighting conditions, we got up at four in the morning and were on set before five. Our company fire brigade helped us to cordon off the street. Then we positioned the fabric and started up the wind machines. I think that was a special experience for everyone involved. I would like to take this opportunity to thank our photographer Hanno Mackowitz and our internal models. But a big thank you also goes to the whole team. Many people contributed to the success of the campaign in the background. It's really great to see everyone pulling together. From the agency to the team. That makes work fun!
All vacancies
Are you interested in a job at Getzner Textil? Click here and take a look at our vacancies.
