Clear and Family build the KPT employer brand

The employer promise and the honest campaign idea "Now let's be honest" are intended to create a unique positioning for KPT in the highly competitive job market. The employer brand was created in a three-phase process, with Klar taking the lead for the employer promise and internal activation and Family for the creative concept.

The starting point was a survey in which around 40 KPT employees from different areas and levels shared their views and experiences in personal interviews. The bottom-up approach is relevant for an identity-creating acceptance of the work culture at every level. A clear promise that shows internally and externally what employees can and may expect. The overarching values of authenticity, drive and dialog form the foundation of these values. They reflect KPT's corporate culture and specific way of working and form the core of our differentiating employer positioning.

Let's be honest

The "Now let's be honest" concept is intended to present the employer values in the spirit of the marketing campaigns: likeable and with a pinch of humor. The content addresses the values in a surprising way as well as other topics that are relevant for employees in the application process. The result is four films and four campaign subjects that were produced in the KPT offices in Bern with KPT employees. The campaign was supplemented with additional text subjects.

Internal anchoring

Employee retention and loyalty is the top priority in employer branding and is crucial for the successful recruitment of new talent. The internal activation of employer values is therefore the starting point for the new employer image. The aim is to inform and motivate employees to actively live the values of authenticity, drive and dialog and to cultivate the work culture with their personal contribution.

"The entire process with the KPT and Family teams was not only very efficient, but also a lot of fun," says Alessandra Bally from Klar about the project. "With management, HR and marketing, the project team had exactly the right specialist areas to get a project like this to the finish line quickly. The impressive working culture was noticeable from the very first meeting and is reflected in the results".

Responsible at KPT: Tina Dubach (Head of HR / client), Marc Bissig (Head of Marketing, Communication + Digital Sales / client), Christa Künzli (responsible for HR specialist topics / project manager), Daniel Knuchel (Team Leader Marketing Communication / project team), Nicole Stuker (HR Business Partner / project team), Claudia Kurz (Team Leader Content Marketing / project team). Responsible at Klar Employer Branding: Christian Dietrich (Head of Strategy / CEO), Peter Trüb (Partner, Creative Strategy and Text), Lionel Büttner (Partner and Creative Director), Alessandra Bally (Account Manager and Brand Consultant), Hanna Zimmermann, Gioia Varesi, Michael Zürcher (Art Direction), Delia Haueter (Graphics). Responsible at Family Agency: Claudio Catrambone (CCO), Jan Walser (Creative Director), Alexandra Niggeler (Account Manager and Agency Producer), Severin Binkert (Graphics). Film and photo production: Jens Derler (producer), Tom Streller (director), Fabian Hugo (DoP and photo), Edit (Marc Ambühl), Bildergut (image editing), Matthias Auer (photo).