EMPLOYER BRANDING
Montblanc, Worldwide
A FRESH, BOLD VOICE FOR AN ICONIC BRAND
Montblanc is a world-renowned luxury brand born in Hamburg, Germany. While the consumer brand is well-defined, the redesign of Montblanc's career site revealed that the employer brand lacked strategic, communicative and creative depth. To compete in the "war for talent," a strong employer brand is urgently needed.
We used surveys and interviews to generate valuable insights that formed the basis of the subsequent strategic process: we developed target personas, a customized brand strategy and an employer value proposition.
Verbally and visually, we approached prospects with a fresh, bold voice: as critical, thinking job seekers. Instead of trying to impress with fancy words, we used sophisticated wit to explicitly address concerns and expectations, considering the communicative context of today's job search.
We created all visual assets and an international multi-channel campaign to bring the new Montblanc employer brand to life.
