Employer branding with real stories

Real people have real stories

With real stories from employees, we built on the existing concept ‘Which door are you opening?’‘. The bottom line: showing what type of people work at ASSA ABLOY and what the culture feels like.

Instead of directed stories, we opted for spontaneity and authenticity. We interviewed over 25 colleagues and gave them, on camera, a stack of cards with short, stimulating questions. Without preparation. This resulted in honest, surprising and often disarming employee stories. During the filming, we also took photos that were immediately usable for the website and social media campaigns.

The result: proud employees and a real image

A series of short and longer authentic videos in which employees talk about working at ASSA ABLOY in their own words. Not a slick marketing story, but just the way it is: employee stories that fit the culture and strengthen the employer brand.

The employer branding campaign generated a lot of pride within the organization. Employees enjoyed participating and saw themselves and their colleagues reflected in a realistic and sympathetic image. Exciting to see yourself reflected, to be sure, but above all: an employer you can be proud of.

Content is deployed through the website whichdoorpenjij.nl, in social media campaigns and on its own social media channels. This has laid an important foundation for the employer brand. And ASSA ABLOY Entrance Systems is taking the next step: from pushing vacancies to establishing a strong employer brand that appeals to the right people.