ERKO - employer branding campaign

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In our work with ERKO, employer branding is an absolutely central part of the whole communication. With the company growing steadily, our partner is in a state of near-continuous recruitment, and the electrical engineering sector ERKO operates in is fairly demanding from a candidate’s point of view. The location of the head office, a dozen or so kilometres outside Olsztyn, presents a challenge too.

Despite a long history and a strong market position, ERKO still has relatively low recognition in Olsztyn — the regional capital — and the surrounding area.

An extensive, multi-stranded HR campaign in the second half of 2024 was meant to speed that up. The push had to catch the eye and surprise people in an intriguing way, while smuggling the company’s DNA into the message at the same time.

Both the line and the visual concept won the client’s approval and met with a very positive response from the audience.

year: 2024

customer: ERKO

ERKO - employer branding campaign

01 A contrary line

The starting point, and the axis of the whole campaign, was a contrary and attention-grabbing line built on negation and on giving the word "robot" visual prominence. Its sheer distinctiveness turned the line itself into a kind of trademark and a graphic device in its own right.

02 An intriguing robot and the company's DNA

Beyond the line, the eye-catching element from the outset was the creative featuring a robot, in some versions placed directly opposite a human being. The suggestive image complements and extends the contrary line, showing plainly what matters most to ERKO.

03 Many strands, many channels

One of the campaign's core assumptions was launching several channels and several strands at once. A social media campaign and an outdoor campaign started around the same time, supported by creative on city buses. Print material followed shortly after: roll-ups, banners, folders and leaflets — the last of these distributed together with the client in the form of personal letters. Another nice touch was funding new pizza boxes for a local pizzeria, strikingly branded by ERKO.

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This is one of those campaigns I am — we are, really — genuinely proud of. From the very beginning, ERKO’s employer branding campaign was a challenge that almost the whole team worked on carefully. The design stage was preceded by several sessions of brainstorming. Early on there was only a seed of an idea, probably not the final one at that point, plus moodboards setting the mood for what was to come. I am also glad that thanks to good billboard exposure and the intensity of everything else running alongside, the campaign really was noticed and — by every indication — well received.