Peter Schmidt Group

OSRAM

Using the fascination of light to attract new talent.

An employer branding campaign that is characteristic of OSRAM and inspires enthusiasm the world over.

OSRAM is in the midst of a transformation process. Although many people still see the company as a manufacturer of light bulbs, it is increasingly involved in high-tech solutions in the field of photonics. OSRAM is looking for highly qualified new employees to drive innovative business areas forward. This is the challenge the company faces: How to persuade talented people who are fascinated by autonomous driving to apply for a job with OSRAM instead of an automobile manufacturer? And how to make it clear that face recognition is a hot topic not only in Silicon Valley, but that outstanding career perspectives are also available in Regensburg, Bergamo and Kunshan? In response to issues like these, we put the fascination of light at the center of the company's employer branding campaign – after all, the fascination of light has always been in the DNA of OSRAM.

OSRAM

OSRAM, headquartered in Munich, is a world-leading high-tech company with more than 110 years of history. The predominantly semiconductor-based products enable a wide range of applications, from virtual reality to autonomous driving and from smartphones to networked, intelligent lighting solutions in buildings and cities. At the end of fiscal year 2018, OSRAM employed around 26,200 people worldwide and generated yearly sales of more than EUR 3.8 billion from ongoing operations.

The campaign: Focus on personal identification

Job satisfaction involves more than a secure income and good development opportunities. Employees want to identify with the products they make and the topics they deal with. This requires employers to clearly communicate their company values. With our campaign, we not only wanted to convey a fascination for light, but also answer the question of "Why?" Our self-confident answer: With light the world can be made a little bit better every day. Or in the words of the campaign, "Create light to improve life."

 

The campaign shows employees from different company locations and the projects they are proud of. It expresses the diverse ways people can contribute to OSRAM. Together with our client, we identified three core target groups and targeted the campaign communication to them: ambitious thought leaders, smart analysts and creative inventors. In addition to this external focus, the campaign also has an impact inside the company. Particularly in turbulent times of transformation, it is important to anchor the company's new vision with its existing employees.

"The campaign highlights our work as a technology leader and is both engaging and modern. At last we are focusing on the topics of the future – topics we are already working on today – and showing the contributions our colleagues are making. The feedback so far has been great, both internally and externally."

Charlotte Melzer,
Manager Employer Branding & Marketing, OSRAM GmbH

The look: Characteristic for OSRAM, typical of employer branding

Employer branding campaigns must be recognized as such, and they do this with a number of learned codes. They show real employees, real projects and have a clear "call to action." But at the same time they must be unique and have an unmistakable relation to the company. We achieve this with the help of a connecting motif that stands for light – the prism. Because a prism breaks colorless light into its spectral colors. At the same time, it stands for the multifaceted nature of OSRAM's work.

For the campaign we brought a photographer to the company's locations in Regensburg and Penang, Malaysia. We documented stories about a total of twelve employees, in their real working environment and in interaction with their projects. We developed animated sequences for digital applications in which the employees turn to the viewer after a recognizable process. All the motifs fit into a versatile, triangular pattern and use a characteristic color scheme that adds violet tones to the orange that is so characteristic of OSRAM. The campaign was presented in April 2019 and has been used worldwide since then.

 

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