Commercial & brand-driven context
Strategy · concept development · creative direction · video production direction.
Employer branding within a technical and specialist field
Orsima faced the challenge of positioning its sector in a more attractive and recognisable way for new talent. The technical nature of the work risked overshadowing the human story, while engagement, craftsmanship and pride are in fact the key differentiators.
The central question was how to give a technical domain a human face, without simplifying or abstracting the profession.
Instead of a generic employer narrative, a deliberate choice was made for an approach in which employees themselves determine the narrative. It was not the organisation that spoke, but the people who work there every day.
By making employees visible as ambassadors, the employer brand became concrete, credible and recognisable. The campaign was deliberately designed to be inclusive: a diverse group of employees showed that the sector offers space for different backgrounds, roles and perspectives.
The strategic choice was translated into three video portraits in which employees spoke openly about their education, their work and their motivation. The personal stories formed the core of the concept.
The videos were supported by footage from daily practice: recognisable work situations, innovative working methods and graphic elements within the campaign style. The tone was calm and sincere, leaving room for nuance and personal reflection.
The campaign positioned Orsima and its partner organisations as employers where craftsmanship and humanity come together. Not only the work itself became visible, but also pride, engagement and development opportunities.
The result was an employer branding approach that went beyond recruitment alone and contributed to a stronger, human and credible employer narrative for the sector.
